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A fuzzy pink pal that purrs when you pet it is how Siltanen & Partners is picturing your digestive system, stomach, intestines and all, in the agency’s first campaign for Yakult, a Japanese probiotic drink, a.k.a. yogurt drink. The company claims it is the leading probiotic product in the word, but few Americans have probably heard of it. The yogurt-snack, digestive-health talk has been dominated in recent years by Activia and its much-spoofed, high-profile endorsement by Jamie Lee Curtis, so Yakult is going the cute critter route to attract some attention.
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