Yakult awards £5m repositioning task to W&K

by Lucy Barrett, Marketing 29-Jun-05, 10:40

Yakult has appointed Wieden & Kennedy to its £5m advertising business as it seeks to change the way it promotes itself in a crowded market.

The agency won the business following a pitch against Lowe London, Saatchi & Saatchi, Fallon and incumbent cdp-travissully.

Yakult's current advertising focuses on the health benefits of the drink.

The campaign is based on the theme of 'digestive health' and promotes the idea that it is cool to be into 'friendly bacteria'.

Wieden & Kennedy has been briefed to develop a change of marketing proposition to achieve standout and give people a reason to drink it.

Originally from Japan, Yakult launched in the UK in 1996. It was one of the first products in the probiotic and dairy drink market, which has since seen the entry of similar offerings from companies including Muller, Danone, Nestle and Swedish dairy firm Skane.

Rival brand Actimel was listed as one of the top 10 take-home brands by the Britvic Soft Drinks report this year. Its inclusion in the report is the first time a drink of its kind has featured.

Yakult marketing manager Javier Orti said there would be an official announcement on the outcome of the pitch by the end of the week.