Probiotic yoghurt brand Yakult is celebrating O-Zone’s 2004 smash hit ‘Dragostea Din Tei’ with a health-themed remix vaunting the benefits of good gut bacteria.
Reminiscent of the famous Numa Numa viral video featuring American vlogger Gary Brolsma lip-syncing to the hit, Yakult’s tongue-in-cheek remix will target 25-50 year olds across Europe.
“We know traditional advertising is mostly ignored so creating top of mind awareness and attention is paramount to success,” Brothers & Sisters CEO Matt Charlton said.
“Numa Numa has already got a place in people’s hearts – or at least their heads – and algorithms love it, so to borrow that for the purposes of getting adults thinking about their gut health has the foundations of a memorable, unignorable ad campaign.”
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Created by London-based agency Brothers & Sisters, the omnichannel campaign will run across broadcast TV, social media, out-of-home and radio.
Yakult European marketing manager Theo van Uffelen added: “The public’s awareness of the importance of good gut health is growing all the time and so it’s a crucial time to raise Yakult’s profile among our target audience.
“Embracing a social media trend in this way is a fun new direction for us and we’re really excited about it. Can we get the countries across Europe singing about gut bacteria and move the subject from the world of science into popular culture with the help of Numa Numa? We certainly hope so!”
