News

Olympic gold medallist Joseph Schooling becomes face of Yakult in campaign from ADK Singapore

Singapore Olympic swimming champion Joseph Schooling is fronting a multi-channel campaign for probiotic drink Yakult which winds the clock back to his childhood training regime.

A near-three minute film shows Schooling as a child dreaming of becoming a champion swimmer and charts his progress through the years, with the support and encouragement of his parents, Colin and May.

His parents both feature in the ad.

The Billions Strong campaign – named for the billions of live lactic acid bacteria in a Yakult drink – has been created by ADK Singapore and will air on TV, digital, press and social channels.

Schooling was named brand ambassador for the Japanese health drink earlier this year.

Schooling’s mother said her son has been drinking Yakult since he was a boy.

Yakult Singapore managing director Kiyotaka Sakurai said, “Joseph is a talented, hardworking, and remarkable athlete. I believe nothing is greater than the support of his family and the people around him. In regards to that, we’re very honoured that Yakult has always been there for him, to be part of his journey. Likewise, we’re also very grateful to support intestinal health for everyone.”

ADK Singapore executive creative director Ronald Wong said the one constant in Schooling’s career has been the support around him, which the campaign is designed to illustrate.

Schooling became the first Singaporean to win an Olympic swimming medal when he struck gold in the 100m butterfly at the 2016 Games.

Yakult has been given an unexpected boost recently thanks to Netflix film To All the Boys I’ve Loved Before where the drink has been depicted as a symbol of a Korean American upbringing.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing