Dwight’s Fragrant Crap

Yakult is dirty, unhealthy and outdated. Well, not really, but that’s what its design is saying.

This supposedly healthy, probiotic flesh-colored milk needs a brand overhaul. Among the values that Yakult offers to its consumers, health is perhaps the single, most important reason people patronize this product. Yet, looking at Yakult, I can’t help feel that this stuff isn’t healthy or even clean at all. The semi-transparent bottle, the foil cover, and the flesh colored-milk partnered with the red markings on the bottle aren’t giving out the right message to its health-conscious consumers, which are probably children with their parents who want them to drink it.

Here are some things Yakult can do to improve the way people connect to their brand:

1. Change the foil cover. If you’ve ever tried Yakult before, I’m pretty sure that there was a time that because the foil kept on sticking to the bottle, you accidentally destroyed it and had to either bite part of it off, or punch it with a hole using your fingers or a spoon. If you’re a parent trying to teach your kids hygiene and some manners, Yakult will definitely make it more difficult for you.
2. Modify the packaging a bit. The Yakult bottle, similar to the coke bottle, is already iconic and shouldn’t be changed. However, what can be improved upon is the way the contents are shown. The semi-transparent plastic makes the contents look old and unfriendly to kids, who are the prime drinkers of Yakult. Also, there should be size variants. Most of the people I know who love their product drink more than 1 bottle in a sitting.
3. Bring back the Yakult Cart. I don’t know where it is anymore; but as a kid, I was always excited when that old lady with a Yakult cart passed by our house. It probably got outdated, but there are ways to improve and innovate the experience—change the design of the cart and the uniform of the cart lady, add freebies, create a loyalty program, or host a Yakult health-related event. Or, the cart can be changed as a whole, but the idea of the cart could be retained and convereted into something else.

Of course, Yakult has done a lot of good too. Yakult created a fantastic product, which is probably the reason why they’ve been selling for over 70 years. The vacuum-sealed container makes it look fresh and inviting. Red, a color uncommonly used and typically a bad choice for milk and dairy products, makes it stand out in the shelves of supermarkets.

Another thing, they should scrap their ads and taglines. “Yakult everyday, everyday okay.” or “Okay ka ba tiyan?” just doesn’t work. They could easily use the money on advertising to improve the whole Yakult experience and make us happier Yakult drinkers.