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October 5, 2008

Health drink brand runs London Triathlon campaign

Yakult, the probiatic drink brand, maximised its presence at this year’s London Triathlon in August with an experiential campaign based at the race’s finishing line in the London Expo.

Entitled Working on a Healthy Society, the experience educated both spectators and competitors about the importance of good digestive health and how they might benefit from drinking Yakult. 

Relaxation Zone: One of the three features of Yakult's consumer experience

Created by BEcause Experiential Marketing, the concept was brought to life using three zones within the stand.  

Beginning in the Digestive Health Zone, visitors were met by brand ambassadors and given a product sample. They were then invited to take part in two interactive challenges designed to educate them on the importance of good digestive health.

The Do You Know How the Digestive System Works? game challenged visitors to correctly identify and arrange the digestive organs, while the Eat Well Plate was an opportunity for people to put together their ideas of a balanced diet, and then talk these through with the Yakult nutritionist.

Inside the Relaxation Zone, complete with astro-turf grass flooring and bright blue sky, visitors could enjoy a relaxing head massage. While waiting, they could lounge on comfy beanbags, listen to music and read Yakult’s A to Z of relaxation. This was particularly popular with the triathlon competitors.

Finally, the Healthy Office Zone was designed to feel like a real office with wooden-effect flooring and a graphic wall showing the London skyline. Here, visitors were given tips and exercises to help them stay healthy at work and at their desks.

Brand ambassadors were on hand to distribute more samples and encourage visitors to take part in the Yakult Challenge where they answered questions based on information available at the stand.

“Not only did this engaging campaign raise the profile of Yakult at this popular London event, but it will build long-lasting relationships with both athletes and spectators,” said BEcause managing director Sharon Richey.

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