Brothers & Sisters Brings Back Iconic Numa Numa Track for Yakult

Yakult, the healthcare company, is aiming to get Europe singing about the power of friendly gut bacteria by launching an ad campaign that features a remix of internet sensation Numa Numa.

My Yakult, the brand’s first TV ad campaign since 2021, is designed to capture the attention of the target audience of 25-50 year olds by embracing the catchy earworm, reworking the lyrics to include the line “my Yakult, my Yakult, my Yakult, friendly bacteria”.

Devised and created by Brothers & Sisters, the multi-channel campaign launches on Monday September 4th and will include broadcast, social, OOH, and radio.

Numa Numa was a dance video released by American vlogger Gary Brolsma in which he lip-synced to the 2004 song Dragostea DinTei by Moldovan band O-Zone. It became an iconic trend popular with millennials and has been used in cultural moments for more than 20 years.

Matt Charlton, CEO of Brothers and Sisters, said, “We know traditional advertising is mostly ignored so creating top of mind awareness and attention is paramount to success. Numa Numa has already got a place in people’s hearts - or at least their heads - and algorithms love it, so to borrow that for the purposes of getting adults thinking about their gut health has the foundations of a memorable, unignorable ad campaign.”

Theo van Uffelen, European marketing manager at Yakult, said “The public’s awareness of the importance of good gut health is growing all the time and so it’s a crucial time to raise Yakult’s profile among our target audience.  

“Embracing a social media trend in this way is a fun new direction for us and we’re really excited about it. Can we get the countries across Europe singing about  gut bacteria and move the subject from the world of science into popular culture with the help of Numa Numa? We certainly hope so!”