Something to do with the fact that Yakult – like so many other brands – are now positioning themselves as every day.
And just in case that phrase is simply too hard for us poor consumers to grasp, they've kindly gone to the trouble of placing their product next to other products that you might also expect to consume every day. In much the same way that orange juice brands like to put a picture of oranges on the front of the pack just in case you weren't sure what a product described as orange juice might contain.
And that was pretty much where my colleague's rant ended. Just another Friday afternoon in the agency.
But it started me thinking about how everything is now becoming marketed as everyday.
We're spruiked everyday low prices. Where everyday matters are the key to everyday living. And we're told to get our everyday money with everyday banking. Because every day is an adventure. Especially if we want to get everyday rewards. Or, even better, be an everyday hero. That's when we can enjoy everyday luxury. In fact, when you think about it, we're just part of everyday.
It's everywhere.
Which is ironic given that we're also being constantly reminded by our marketing masters exactly how time-poor we all are.
So what's going to be? Everyday, or just whenever we can.
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