Yakult is carrying out its first UK sports sponsorship activity as the official partner of the ninth Fina World Swimming Championship. The event takes place next year in Manchester.
The probiotic drink is supporting the event with marketing and public relations activity including competitions, on-pack promotion and online marketing.
Yakult is looking to broaden its appeal to a wider demographic, including sportsmen and women. The drink brand launched a £2.5m campaign, created by Euro RSCG, earlier this year which featured computer-generated images of the human gut (pictured).