Yakult mulls hire as rivalry mounts

Yakult is plotting to bring in its first PR agency in the UK as part of an overhaul of its entire marketing strategy.

The probiotic drinks firm - whose ads have featured a bacteria-obsessed geek - wants to differentiate itself from a growing number of competitors. It hired Wieden & Kennedy to devise fresh ads to 'set it apart from a recent glut of yoghurt, flavour and promotion-led' rivals last month.

UK PR manager Harriet Rodgers confirmed PR agencies had been approached about a potential contract but stressed budgets had yet to be 'committed'.

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