M2M has been appointed to handle the £5m media planning and buying account for pro-biotic drink Yakult.
Yakult is a long-standing Japanese brand launched in the UK in 1996 and is positioned as a premium health product targeting upmarket consumers. Competitors include Danone’s Actimel and MÃÂ¼ller’s Vitality Drink.
The Yakult account was previously handled by defunct agency Mediahead Communications, which was folded by its parent Mediaedge: CIA in August. M2M managing director Peter Thomson is the former managing director of Mediahead. The appointment was made by Yakult commercial director Jim Munday.
Cdp-travissully handles the advertising business and Yakult was originally launched by Travis Sennett Sully Ross. Cdp-travissully created a radio campaign to run on Classic FM last September. A television campaign, featuring a geeky dinner party guest who is very clued up on health and bacteria launched last April. A new campaign is expected at the beginning of January.
Yakult claims annual sales of more than £20m and launched a Yakult light variant last year.
M2M has now picked up all the significant Mediahead accounts including Swatch Group, Mark Warner Holidays and Estée Lauder.