Yakult seeks pan-European agency

The probiotic drink manufacturer Yakult is talking to advertising agencies about its pan-European creative account, as it seeks to move into new markets.

The company is expected to increase its marketing spend significantly, as it attempts to increase its share of the probiotics market in the face of stiff competition from Danone's Actimel.

A spokesman for Yakult said: "Yakult has spoken to a number of pan-European agencies about the new territories we are moving into. This doesn't affect the UK business."

In June last year, Yakult hired Wieden & Kennedy to handle its £5 million UK advertising business.

The agency took on a brief to relaunch the brand and in September last year Yakult ditched cdp-travisully's "friendly bacteria" campaign in favour of a more product-focused strategy. W&K's current campaign highlights that the product is more than 70 years old.

Originally from Japan, Yakult launched in the UK in 1996. It was one of the first products in the probiotic and dairy drinks market.

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