Marketing strategies don't get much more direct than what Yakult LOOK packaging demonstrates. The product has been designed to help women lose weight, and the very bottle that holds this beverage flaunts its own slender waist.
The in-house Yakult team worked to target Korea's market of young women who tend to undertake weight loss initiatives just before summer swimsuit season and again following Christmas time; it's for this reason that you'll notice a more festive container of the two.
"I'm on a diet," and "look at me!" are phrases streaked across the pink ribbons that seem to cinch the middles of the bottles even more. The product is even pictured with a group of skinny models, some of whom are also beautifully belted with the same fuchsia band. The message is clear: drink its lactobacillus contents and you'll have the perfect hourglass that LOOK packaging boasts.
Cinched-Middle Merchandizing
Yakult LOOK Packaging Embodies the Physical Effects of Consuming it
Trend Themes
1. Direct Packaging Messaging - Packaging designs that explicitly communicate product benefits or outcomes, like Yakult's LOOK packaging, can attract consumer attention and influence purchasing decisions.
2. Targeted Weight Loss Products - Marketing weight-loss products to specific consumer segments, such as young women preparing for summer swimsuit season or holiday weight gain, can create niche markets for targeted products.
3. Association of Brand and Lifestyle - Incorporating messaging, models and imagery which embody a desired lifestyle, rather than simply selling a product, can boost brand affinity and motivate purchasing behavior
Industry Implications
1. Beverage Industry - The beverage industry can benefit from developing products with targeted messaging that caters to specific health and lifestyle trends to differentiate itself from rivals
2. Weight Loss Industry - Weight loss and fitness companies can use targeted marketing campaigns and unique packaging designs to connect with niche consumer segments and position their products to meet individual needs.
3. Fashion & Model Industries - Fashion and modeling industries can leverage their influence by partnering with product manufacturers and reinforcing their association with a desirable lifestyle to target specific consumer segments