The Yakult Campaign

Wieden + Kennedy UK created a campaign celebrating the iconic brand and its distinctive attributes. Using a simple, bold graphic style, confident and quirky tone of voice, we explored the reasons why Yakult was the way it was - from its pinkish-brown colour to its indefinable taste. Various media, from Yakult sized TV ads and small space press, through to mugs explaining that hot drinks kill Yakult, all served to underline Yakult's credentials as the proper probiotic.