Yakult Interactive Experience takes consumers on a journey of discovery through the world of Yakult

Virtual experience brings Dutch factory to life

Today, Yakult Netherlands launches the Yakult Interactive Experience, a virtual experience that takes consumers on a journey into the world of the Japanese dairy drink with probiotics. Visitors to the Experience will learn more about healthy digestion, the impact this has on your immune system, and the impressive history of Yakult. This includes a digital tour of the European factory in Almere, a visit to the lab of Dr. Shirota (the Japanese founder of Yakult) and various interactive game elements.

15,000 visitors every year

Before the corona crisis, roughly 15,000 consumers visited the European Yakult factory in Almere every year. There, the long history of the company is explained and people can see with their own eyes how Yakult is made, from fermentation to filling the bottles and transport to the stores. With the launch of the interactive platform, Yakult offers an accessible and future-proof alternative to the physical factory tour and teaches consumers how to promote balance in the gut flora. 

Marlies Voorneman, Marketing Manager at Yakult Netherlands:

We want to give people the opportunity at any time of the day to learn more about the impressive workings of the gut flora. In the Experience, we have hidden all kinds of surprising elements that will make new visitors wonder about the world of Yakult and inspire them to find out more about the Japanese lifestyle. At the same time, we want to offer a piece of education about the 20 billion live bacteria that each bottle of Yakult contains and the reasons why microbes fit into a healthy lifestyle. The Experience shows that there’s still a lot to discover and encourages visitors to go on a journey of exploration.

Marlies Voorneman, Marketing Manager at Yakult Netherlands

You’re in charge

The Yakult Interactive Experience has been developed especially for Yakult fans, health lovers, and anyone who wants to know more about the intestinal flora and the L. casei Shirota bacteria. Visitors decide which ‘route’ they take and in what order they watch the videos. Along the way, host Miki shares various fun facts and visitors can collect points by answering questions and playing games. When you gather enough points, you get access to ‘the World of Flavours’, and viewers can win prizes like a wellness voucher, a balloon ride, or a night in a Nature House.

Maeckers and Blue Billywig are responsible for the development of the Experience. Selina Hehakaja, interactive producer at Blue Billywig:

As a video platform, we are very happy to be working with Yakult because they understand how to harness the power of video. Offering an experience that simultaneously captivates and educates consumers can be a challenge, but with this new experience we have succeeded incredibly well together. The combination of interactive video and gamification ensures that as a viewer you are and remain involved and captivated. We are looking forward to the results!

Selina Hehakaja, Interactive Producer at Blue Billywig

Kees van Velzen, managing director at Maeckers:

What an amazing history is hidden behind such a small bottle! As a team of creative content producers, we’re inspired by Yakult. They have some new fans. The interactive journey through the different parts of Yakult entertains, engages and makes you curious to learn all about the 20 billion reasons to drink Yakult.

Kees van Velzen, Managing Director at Maeckers

The Yakult Interactive Experience will be rolled out over the next 12 months through three campaigns on social media “Dive into the World of Yakult”, “Experience the World of Yakult” and “Discover the World of Yakult”. In time, Yakult will look at broadening the platform and on-pack communication.