Yakult Awards First U.S. Integrated (Awareness) Campaign to Piston

80-year old Japanese brand taps San Diego agency for U.S. cross-channel creative

Jul 25, 2014, 09:00 ET from Piston

SAN DIEGO, July 25, 2014 /PRNewswire/ -- Yakult U.S.A. Inc., a subsidiary of Yakult Honsha Co., Ltd., the world leader in probiotic beverages, has awarded digital agency Piston responsibility for a new integrated campaign—including TV, online video, in-store, social and digital creative, as well as digital media buying—in an effort to expand its brand presence and awareness in the U.S. market and to further solidify its positioning as the probiotic of choice in North America.

Yakult's partnership with Piston follows the international brand's success amidst rapid growth in the U.S. probiotic market and the opening of Yakult's first U.S. plant this spring. Currently Yakult's beverages are available in seven states in the U.S., including California, Nevada, Arizona, Texas, Colorado, Utah and New Mexico. The collaborative efforts are expected to boost sales to levels that will lead to expansion in other regions in the U.S.

Piston has handled Yakult's social and digital media buying in the U.S. since 2011. The new effort represents Yakult U.S.A Inc.'s first, full-fledged creative campaign with Piston. Previously, creative had been handled on a project-by-project basis.

Reaching out to nutrition conscious mothers and health strivers, specifically 25-54 year old men and women who maintain a healthy lifestyle, the campaign will pay homage to the brand's 80-year history and its founder Dr. Minoru Shirota—after whom the good bacteria in Yakult and Yakult Light, "L. casei Shirota," is named.

Themed "Forever Yakult," the integrated awareness campaign, which breaks in late August 2014, will use animation in TV, as well as in online video and social media. Additional cross-channel work will be executed for in-store point of sale materials.

"We are honored to be working with a brand that has contributed to good health for millions of people around the world in the last 80 years. And we look forward to partnering with Yakult to continue this tradition for the next 80 years!", said John Hartman, president of Piston.

About Yakult
Yakult U.S.A. Inc., a subsidiary of Yakult Honsha Co., Ltd., is located in Fountain Valley, CA, and is primarily engaged in importation, distribution and sales of Yakult in the United States. Yakult Honsha Co., Ltd. was established in 1955 and is regarded as the world's pioneer of probiotic products. Yakult products are sold in more than 30 countries. Global consumption of Yakult's dairy products is approximately 30 million bottles every day. Yakult's mission is to contribute to the health and happiness of people around the world through pursuit of excellence in life sciences in general and the research in microorganisms in particular.


About Piston
Piston is a full-service digital agency located in San Diego and New York. Piston creates successful communications between brands and customers based on a deeper understanding of commerce, culture and technology. By connecting these three concepts, Piston builds and tracks brand relation­ships that span all media, channels and marketing capabilities. 


Pat Sloan
Sloan Hunt Communications