Yakult goes experiential at swimming event

Probiotic drink Yakult strengthened its presence at this year's FINA World Short Course Swimming Championships in Manchester with an experiential campaign, Working on a Healthy Society.

The experience was created by award-winning agency BEcause Experiential Marketing.

Working on a Healthy Society was based around an interactive walk-through Yakult marquee, inside which visitors could learn more about the benefits of Yakult and discover useful tips to help them maintain a healthy digestive system and lifestyle.

Greeted at the entrance by trained Brand Ambassadors, visitors were given a game card and challenged to find the answers to health-related questions in the marquee's four individual zones.

Visitors who completed the challenge were rewarded with brand-related prizes.

Inside the Digestive Health zone, visitors could play the Digestive System Puzzle Game, where they were challenged to reproduce the digestive system by placing oversized Velcro organs on a board shaped like a human torso.

In the Healthy Eating zone, expert nutritionists were on hand to offer healthy eating advice, while in the Get Active zone, visitors could ask fitness-related questions to professional Fitness Instructors.

In the final Relaxation zone, visitors could enjoy relaxing head massages and collect tips on how to de-stress.

Sharon Richey, Managing Director of BEcause Experiential Marketing, commented: "Not only did this engaging campaign raise the profile of Yakult at these prestigious championships, but it helped build long-lasting relationships with both athletes and spectators".

The FINA World Short Course Championships were held at the M.E.N Arena in Manchester from 9-13 April.

Yakult's Working on a Healthy Society marquee was positioned outside the arena on Cathedral Square for the duration of the championships.

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