1 2
 
 
  • SUB CATEGORY :
    EFFECTIVE LOTUS: CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    IYEMON STRIPPED
  • BRAND :
    IYEMON
  • ADVERTISER :
    SUNTORY HOLDINGS LTD.
  • AGENCY :
    HAKUHODO INC., TOKYO/
    HAKUHODO DESIGN INC., TOKYO/
    SIGNING LTD., TOKYO/
    HAPPY HOURS HAKUHODO INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    KAZUFUMI NAGAI/MASATO TSUKADA
  • CREATIVE DIRECTOR :
    YUKARI OKA/TETSURO TOYAMA
  • COPYWRITER :
    MISATO SAKAMOTO
  • ART DIRECTOR :
    YUSEI KAKIZAKI
  • CREATIVE PRODUCER :
    SHO YASUNAGA
  • DESIGNER :
    SOICHIRO KITAHARA/KOKI OOTOSHI
  • ACCOUNT DIRECTOR :
    YUTAKA NEMOTO
  • ACCOUNT MANAGER :
    TOSHIYA ATSUKAWA/TATSUNORI ARAI
  • ACCOUNT EXECUTIVE :
    AYAKA MORIMOTO/SAORI KIKUCHIHARA/HARUNA SAKURAI
  • STRATEGIC PLANNER :
    SHUNSUKE MINAMI
  • PLANNER :
    SHIGETO TERAOKA/TOMOYA SUZUKI/TOSHIKI MATSUI/KATSUYA AONUMA
  • PROJECT MANAGER :
    TAKUYA KINOSHITA/NAOKA NUKUI
  • PR AGENCY :
    HAKUHODO PRODUCT'S INC., TOKYO
  • PR MANAGER :
    YURI KATO
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • PRODUCTION COMPANY :
    WHITE CO., TOKYO
  • DIRECTOR :
    SHINYA NAKAJIMA
  • CINEMATOGRAPHER :
    TOYOTARO SHIGEMORI
  • ASSISTANT CINEMATOGRAPHER :
    YUMI HORIKOSHI
  • GAFFER :
    TAKESHI NAKASU
  • BEST BOY :
    TOMOSHI KOSAKO
  • FILM PRODUCER :
    TAKAHIRO MAYUZUMI/RUI HOSHINA
  • PRODUCTION MANAGER :
    IKUMI NAKAJIMA/NATSUMI SUGANO
  • SET DESIGNER :
    KAZUHIRO SUZUKI
  • FILM DEVELOPMENT :
    YUKI OTSUKA
  • HAIR & MAKEUP :
    EITO KOKUBO/KAZUMI OOWADA/TAKURO KUJI
  • STYLIST :
    YOSHIHIKO EGI/AYUMI HAMAMATSU
  • HAIR STYLIST :
    TAKAHIRO ARAI
  • SIZZLE :
    NORIKO SAOTOME
  • VEHICLE :
    YOSHINOBU TATENO
  • POST-PRODUCTION COMPANY :
    OND°, TOKYO/IMAGICA, TOKYO/OMNIBUS JAPAN, TOKYO
  • OFFLINE EDITOR :
    TSUTOMU MIYAZAKI
  • ONLINE EDITOR :
    YOKO IZUMI
  • SOUND PRODUCTION COMPANY :
    MELODY PUNCH INC., TOKYO/ONPA INC., TOKYO
  • SOUND DESIGNER :
    JUN KIRIKANE
  • SOUND ENGINEER :
    AKIHIKO MIYARA
  • MUSIC COMPOSER :
    TORU MIDORIKAWA
  • CAMPAIGN SUMMARY :
    “IYEMON STRIPPED” A RELAUNCH CAMPAIGN FOR IYEMON, BOTTLED JAPANESE GREEN TEA. DESPITE “GREEN” TEA BEING A KIND OF SOUL FOOD IN JAPAN, IT HAS OFTEN BEEN SOLD WITH A GREEN LABEL OVER THE BOTTLE COVERING THE BROWN-COLORED TEA INSIDE. THE GOAL OF THIS INTEGRATED COMMUNICATION WAS TO INSTANTLY HELP PEOPLE EXPERIENCE THE BEAUTIFUL COLOR OF THE NEW IYEMON GREEN TEA, WHICH WAS CREATED USING A UNIQUE MANUFACTURING METHOD TO ACHIEVE A GORGEOUS GREEN COLOR, AND TO MAKE THEM REALIZE THE OVERWHELMING DIFFERENCE BETWEEN IYEMON AND OTHER GREEN TEAS. WE LAUNCHED THE PRODUCT IN CONVENIENCE STORES WITH THE LABEL REMOVED, AND DEVELOPED AN INTEGRATED TV COMMERCIAL/ACTIVATION/CONSUMER CAMPAIGN TO MAKE PEOPLE WANT TO REMOVE LABELS TO SEE WHAT THEIR TEA WAS REALLY LIKE. IT ALSO ENCOURAGED CONSUMERS TO TAKE ECO-FRIENDLY ACTIONS SUCH AS SEPARATING PET BOTTLES FROM THEIR LABELS FOR DISPOSAL (A REQUIRED PROCEDURE FOR RECYCLING BOTTLES IN JAPAN.) A THOROUGH BRAND EXPERIENCE BASED ON THE CONCEPT OF "NUDITY" LED TO A SUPER V-SHAPED RECOVERY IN THE BRAND’S PERFORMANCE. THE BRAND MAINTAINED A 200% YEAR-ON-YEAR GROWTH RATE, MOVING FROM THE BOTTOM OF THE GREEN TEA MARKET TO THE TOP. THE WORK PRODUCED AN OVERWHELMING EFFECT ON SALES.
  • THE BRIEF :
    GREEN TEA HAS BEEN A PART OF JAPANESE CULTURE AND SPIRIT SINCE THE EDO PERIOD. NEVERTHELESS, THE COLOR OF BOTTLED GREEN TEA IN JAPAN OFTEN ISN’T GREEN, BUT ACTUALLY FADES TO BROWN DUE TO THE APPLICATION OF HEAT DURING STERILIZATION. COMPANIES HAVE BEEN TRYING TO HIDE THIS BROWN IMITATION “GREEN TEA" BY WRAPPING GREEN LABELS AROUND IT. THIS IS A FAR CRY FROM THE SPIRIT OF AUTHENTICITY. (AUTHENTICITY, WAS TRANSLATED FROM “OMOTENASHI,” AN IMPORTANT AND NUANCED JAPANESE CONCEPT WITH BROAD MEANING, OFTEN TRANSLATED AS “HOSPITALITY.”) THE SAME WAS TRUE FOR IYEMON. IYEMON HAD BEEN LANGUISHING IN THE MARKET FOR A LONG TIME AND WAS ON THE VERGE OF EXTINCTION. IT WAS IMPERATIVE TO GET IT OUT OF THE BOTTOM.
  • THE STRATEGY :
    "TO MAKE JAPANESE PEOPLE INTUITIVELY UNDERSTAND ITS AUTHENTICITY AND FLAVORFUL QUALITIES.” GREEN TEA IS A PART AND PRODUCT OF JAPANESE CULTURE, AND IT IS A MARKET SUPPORTED BY A DEMOGRAPHIC OF ALL AGES AND SEXES. IT’S A PRODUCT WHOSE SELECTION IS DETERMINED BY SPLIT-SECOND DECISIONS AT THE STORE. THEREFORE, IT IS NECESSARY TO CREATE A VISUAL INNOVATION THAT CAN MAKE CUSTOMERS INSTANTLY RECOGNIZE THE REAL THING FROM LESSERS AND THINK THAT IYEMON LOOKS BETTER. CORE IDEA: " IYEMON STRIPPED". THE "IYEMON STRIPPED." THIS IS THE SECRET IDEA THAT IYEMON CAME UP WITH. USING A UNIQUE MANUFACTURING METHOD, THE NEW IYEMON ACHIEVED THE BEAUTIFUL, NATURAL GREEN COLOR THAT IS EXPECTED IN JAPANESE GREEN TEA. WE WANTED PEOPLE TO EXPERIENCE THAT BEAUTIFUL GREEN COLOR THE MOMENT THEY SAW THE BOTTLE. THE GOAL WAS TO MAKE THAT INSTANT IMPRESSION AND TO HAVE THEM NOTICE THE OVERWHELMING DIFFERENCE FROM THE OTHER GREEN TEAS THAT HAD BEEN HIDING BEHIND THE LABELS.
  • THE EXECUTION :
    THE FIRST THING WE DID WAS TO MAKE THE BOLD MOVE OF SELLING THE NUDE BOTTLES AT CONVENIENCE STORES NATIONWIDE. OF COURSE, AS A FIRST IN JAPAN. HOW COULD IT NOT BECOME A HOT TOPIC? IN THE TV COMMERCIALS AND CONSUMER CAMPAIGNS, ALSO MADE A POINT TO HIGHLIGHT THE REMOVAL OF THE IYEMON LABELS, LEAVING THE IYEMON STRIPPED BOTTLES NUDE. MOREOVER. WE ASKED KISHIN SHINOYAMA, A MASTER OF NUDE PHOTOGRAPHY WHO HAS BEEN TAKING NUDE PICTURES OF TOP ACTRESSES FOR HALF A CENTURY, TO TAKE NUDE PICTURES OF BOTTLES AND PUBLISH THEM IN NEWSPAPER ADVERTISEMENTS. IT CREATED A STIR. PEOPLE STARTED PEELING OFF THE LABELS TO SEE IF THEIR GREEN TEA WAS GREEN OR NOT. THERE WERE MANY PEOPLE, BOTH IN REAL LIFE AND ON SOCIAL MEDIA, WHO PEELED OFF THE LABELS TO DEMONSTRATE THE TEST. NEEDLESS TO SAY, THIS METHOD OF SELLING WITHOUT LABELS AND ENCOURAGING PEOPLE TO TAKE THEM OFF (BEFORE RECYCLING) WAS ECO-FRIENDLY AND SUPPORTED SUSTAINABILITY.
  • THE RESULT :
    “FROM LAST TO FIRST PLACE: THE GREATEST COMEBACK OF THE CENTURY” THE GREEN COLOR OF REAL GREEN TEA AND THE ENVIRONMENTALLY FRIENDLINESS OF IYEMON STRIPPED STRUCK A CHORD WITH JAPANESE CONSUMERS WHO LOVE TEA AND VALUE AUTHENTICITY. SALES WERE UP 378% OVER THE PREVIOUS WEEK'S LEVEL, AND AT CONVENIENCE STORES, SALES WERE 200% OVER THE PREVIOUS YEAR'S LEVEL OVER THE COURSE OF ABOUT 6 MONTHS. IYEMON, WHICH HAD BEEN AT THE BOTTOM OF THE BOTTLED GREEN TEA MARKET, QUICKLY JUMPED TO NUMBER ONE*. IN ADDITION, IN SUPERMARKETS, IYEMON RANKED FIRST AMONG ALL BEVERAGES, CREATING THE "GREATEST COMEBACK OF THE CENTURY.” REAL GREEN TEA FROM THE LAND OF OMOTENASHI… JAPANESE AUTHENTICITY. * INTAGE SCI SUGAR-FREE TEA BEVERAGE MARKET JANUARY 2020-DECEMBER 2020 SHARE OF THE NUMBER.