SINGAPORE - Media OutReach - 6 September 2018 - Yakult Singapore, partnered up with ADK Singapore to introduce Joseph Schooling in its Billions Strong campaign, offering a rare glimpse of Schooling's rigorous journey before he emerged under the spotlight.
The brand is a strong supporter of the Schooling family since the earlier days, as well as Singapore Swimming Association. According to Joseph Schooling's mother, May Schooling, her family has been engaging Yakult home delivery service since Joseph was a little boy. He still takes Yakult today as part of his daily regimen to help maintain a healthy digestive system.
Like Joseph Schooling, most children grew up with Yakult and is valued by parents for its health benefits. The nation's most trusted probiotic drink has been a favourite family staple in Singapore homes since it was introduced in 1979.
Commenting on the partnership between Yakult and Schooling, Mr Kiyotaka Sakurai, Managing Director of Yakult Singapore, 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."
Speaking more about the campaign, Ronald Wong, Executive Creative Director of ADK Singapore, added, "Champions are not made overnight; like us, they have their ups and downs. Joseph's journey has never been easy, but the one thing that always come through is the support system he has, which never failed him." Alicia Goh and Fong Wei Kit, the senior creative duo behind the work, also weighed in, "We hope Joseph's narrative can inspire many more Singaporeans to achieve great things for themselves."
Fresh from Joseph Schooling's triumphant performance at the 18th Asian Games, the Billions Strong campaign pays homage to the little things that made his dreams possible, and was made more special with the appearance of Colin and May Schooling -- Joseph's constant pillar of support.
About The Campaign:
The campaign will be launched on 6 September with a film that will air on Channel 5, Channel 8, Channel U as well as on YouTube and Facebook. The Billions Strong campaign will also be supported with press, social, and in-store marketing.
About Joseph Schooling:
Joseph Schooling is Singapore national swimmer who famously beat Michael Phelps at the 2016 Rio Olympics in the 100m butterfly race to become Singapore's first Olympic Gold Medalist. He recently clinched 2 individual gold medals, and 2 relay bronze medals at the 18th Asian Games.
Yakult is the No. 1 selling premium cultured milk drink in Singapore. This year, Yakult is celebrating 40 years of supporting Singaporeans with their intestinal health through its unique probiotics, L. casei strain Shirota. As Yakult is produced locally, its customers can be assured of the highest quality and freshness. Yakult had recently upgraded its factory and expanded production capacity to support the growing demand for healthy probiotic drinks in Singapore.
ADK Singapore Pte Ltd is a subsidiary of ADK Inc, Japan's 3rd largest advertising agency. ADK Singapore has been in the local market since 1991 and was responsible for some key public campaigns including the Workfare and WorkRight campaigns for the Ministry of Manpower (MOM), "Fight Dengue" campaign for the National Environment Agency (NEA) and the "Take
The First Step" campaign for the Ministry of Communications Information (MCI), to name a few.