FEEL NOSTALGIC WITH YAKULT
Perhaps one of the most popular taglines of our era was Yakult's "Ok ka ba tiyan?" which highlighted to all of us the importance of having good bacteria in our system. "Okay ka ba tiyan?" is a catchphrase from a Yakut campaign that was launched in the early 2000s. In recent years, the importance of gut health for our overall well-being has gained importance as it pertains to weight loss, stress, and general health. Some have even suggested that there is more to "trusting your gut" as gut health serves as our body’s second brain.
The "Okay ka ba tyan" campaign's objective
The campaign objective was to allow consumers to comprehend the value and purpose of the product—this goal was very clear in their advertisements—by highlighting the fact that drinking Yakult improves digestion in the simplest terms possible. Likewise, a lot of people learned about their goods, particularly the advantages it may provide for them, thanks to their advertisements and posters, which persuaded them to spread awareness and purchase the product.
The Market Segmentation
Segmentation
Geographic
Variable
Country
Specification
Across the Philippines
Demographic
Psychographic
Age
Lifestyle
All ages
Healthy and unhealthy
The campaign was only intended for the Philippines because it used the Filipino language. The campaign's materials show Filipinos of all ages, suggesting that Yakult is suitable for all ages—with the obvious exception of infants. One of the messages the ad hopes to get across is that yakult is beneficial for digestion and can benefit everybody, regardless of lifestyle.
The emotional connection with the audience
The Yakult advertisement "Okay ka ba Tiyan?" is employed to elicit positive feelings from the audience. Since it seeks to convince viewers and readers to make a purchase dependent on their answer to the question, the Yakult advertisement is an illustration of the rhetorical question approach in advertising. The viewers must absolutely consume Yakult if they choose "no." The ad can also be viewed as having a pathos appeal because it examines the audience members' emotions by asking if their stomachs are alright, which awakens their physical senses.
The "Okay ka ba tyan" Campaign
All Videos
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The Butas ang Tiyan Commercial
In this commercial, it could be a father figure or a worker who is about to leave for work when he notices a hole in his stomach. The hole is a figurative image many Filipinos use to indicate that a person may have a stomach problem. "Walang kain" or "ulcer"
The Macho Man and Long-Haired Woman Commercial
In this commercial, Yakult emphasizes that being macho or having long, pretty hair are not the only things a person should think about. "Macho ka nga, okay ka ba tiyan?" "Maganda nga buhok mo, okay ka ba tiyan?" Phrases that speak volumes indicate that the stomach is also important to a person's wellness.
The MRT Commercial
It depicts people who use public transportation of various gender, social class, and physical make-up. MRT is well-known among commuters for work, school, and personal reasons. "Pilipinas, okay ka ba tiyan?"
The Enzo’s Yakult and School Commercial
It shows a family setting, eating a meal with their son. And a classroom setting filled with children. It shows that Yakult can also be consumed at a young age.
The Noche Buena Commercial
This commercial also conveys the message that Yakult can be a useful supplement on occasions such as Noche Buena, when Filipinos used to eat at feasts.
The Yakult Print Ads and Posters:
The cultural impact of "Okay ka ba tyan" on the audience
Whenever we experience indigestion or stomach upset, we immediately think of the product Yakult to relieve the problem, which shows that the campaign greatly affects the audience’s culture. As it stands, their marketing campaign's message, "Yakult Every Day, Every Day Okay," ensures that consumers continue to routinely consume Yakult goods.
They develop societal consciousness by informing people about health issues rather than just persuading them to purchase the item. The campaign made a significant difference in promoting change and raising public understanding of the importance of proper digestion.
They advocate drinking Yakult on a daily basis and emphasize to the audience the importance of doing so after each meal, which is unnoticeably applied in our lives today.