This sequence in a recently discovered manga biography of Soichiro Honda….

…tells the story referred to in one of the very first ads we ever did for Honda:

Bad news this week when we heard that we’d been fired by Yakult. It’s customary in such situations to say something like, ‘This represents a big opportunity for us and frees us up to work with new partners in the fast-growing functional foods category.’ But, to be honest, it’s not an opportunity, it’s a blow. It’s a bummer. It does not represent the dawning of a bold new era for W+K London.

We’re very proud of the work we’ve done for Yakult and the results we’ve achieved. We’ve really enjoyed working with the

UK

We’ll miss the little bottle.