Yakult celebrates 80th anniversary with on-pack ‘Culture Pass’ promotion

As part of its 80th anniversary celebrations, Yakult is offering customers an opportunity to claim a 2-for-1 Culture Pass to over 350 cultural, educational and historical venues across the UK.

The promotion will run on 2.4 million packs.

Consumers who purchase two promotional packs will be able to claim an e-pass, enabling them to print or download as many 2-for-1 entry vouchers as they like for six months from the campaign’s dedicated website.

Reshma Patel, marketing manager at Yakult, said: "Yakult’s 80th anniversary seemed the perfect opportunity to reward our drinkers with the Yakult Culture Pass. We wanted to deliver a campaign which was truly integrated to amplify our activity by covering key customer touchpoints with an engaging message and reward. Additionally, the Culture Pass days out will encourage learning and expand horizons, which fits perfectly with the Yakult brand.”

TLC Marketing UK is delivering various aspects of the campaign including the creative, which will feature across instore POS, trade and consumer press adverts, outdoor, on-pack stickers, plus a full digital campaign including campaign microsite, digital banners and digital 6-sheets. The campaign is further supported by PR activity, the Yakult website and TV advertising.

Martin Covill, group account director at TLC Marketing, said: "Yakult wanted a strong on-pack reward which not only drives frequency of purchase but also daily consumption of Yakult. The Culture Pass seemed to be the best-matched reward to meet these objectives and appeal to Yakult’s core customer base. This has been a truly collaborative project and we’re really excited to see its results."

The promotion will run on 2.4 million packs in all major and independent retailers.

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Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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