If you’re an avid Netflix user, chances are you’ve come across the relatively new teen romantic comedy, “To All The Boys I’ve Loved Before” which debuted on the popular streaming platform last month (August 2018). Needless to say, the movie has received generally positive responses from both critics and audiences alike and is even certified “Fresh” on Rotten Tomatoes with a score of 95%. Nubbad!
While the movie’s definitely become a hit among netizens from all over the world, one unlikely star emerged from all of this, and it’s none other than everyone’s favourite probiotic drink!
Source: insider
If you’ve already seen the movie, you would know that the protagonist, Lara Jean, has a sister who drinks something out of a small bottle with a red foil top, and the drink makes multiple appearances throughout the movie. Although it was called a “Korean yoghurt smoothie”, audiences were quick to recognise the distinctive Yakult packaging.
According to Bloomberg, Mark Bachman, head of research firm M Science’s TickerTags, said that Twitter users quickly noted that it was Yakult despite the famous Japanese drink’s brand name never being mentioned in the movie.
As evidence of this, Yakult’s “mention frequency” increased after the release of this movie, while the company’s shares climbed 2.6 per cent since the movie was released on 17th August. It closed 1.7 per cent higher on Monday (3rd September), making it the highest since 31st July. Walao!
I admit, I bought a couple of packs this past month after watching #ToAllTheBoysIveLoveBefore. But I grew up on this stuff in Taiwan. It used to get regularly delivered to my home like milk.
H/t @jennyhan https://t.co/ZKJ5fLumgd— Nancy Wang Yuen (@nancywyuen) September 3, 2018
Y'all love Yakult now? Keep up the Asian representation, we've got more cool stuff to show off pic.twitter.com/xTWAivHnER
— Clarisse (@ClarisseLegit) September 4, 2018
lol ok! My girls went to the store on Saturday and came home with with 2 packs! https://t.co/Gj4F7xcL41
— Yamile Saied Méndez (@YamileSMendez) September 4, 2018
Looks like the power of product placement can really be effective!
Have you guys seen this movie yet? Did it make you crave Yakult? Let us know in the comments below!
Also read: Further Explaining the Mahjong Scene in Crazy Rich Asians
