Yakult calls in WS for health profile

Yakult has chosen Weber Shandwick to re-establish its credentials in the pro-biotic drinks market against rivals such as Danone's Actimel.

The agency will promote the heritage of the 70-year-old brand to consumers and health professionals as Yakult overhauls its marketing strategy.

Yakult will also seek to address scepticism in the science community over claims that pro-biotic products improve health.

WS picked up the account after a competitive pitch (PRWeek, 22 July).

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