Yakult is having a moment thanks to Netflix’s delightful teen rom-com To All the Boys I’ve Loved Before.
The Japanese probiotic dairy product makes a screen cameo when our heroine Lara Jean Song Covey’s sister Kitty offers dreamboat Peter Kavinsky what appears to be its signature bottle — it’s dubbed a “Korean yogurt smoothie,” in the film.
In case you’ve never tried Yakult, it’s a fermented skim milk drink with a special strain of bacteria Lactobacillus casei — and it quite honestly tastes like liquid Skittles. It was created in Japan in 1935 and entered the U.S. market in 1999.
Like all good blink-and-you’ll-miss-it movie references, the fleeting Yakult moment became a talking point on Twitter, according to data reported by Bloomberg — the product’s “mention frequency” reportedly spiked after the release of the film.
But it’s not just an increase in Twitter mentions that Yakult is enjoying. Bloomberg reports dairy producer Yakult Honsha Co.’s shares also climbed approximately 2.6 percent since the release of To All the Boys I’ve Loved Before.
It’s a much-needed boost too, as Yakult shares fell in February after global yoghurt giant Danone announced plans to sell about $1.8 billion of the Japanese company’s stock.
Guess it’s a good argument for effective product placement, huh?