Title | DECO SHIRO CAMPAIGN |
Brand | TAKAHASI SHUZOU |
Product / Service | SHIRO,JAPANESE SHOCHU |
Category | B02. Consumer Products & Services |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
DM/Advertising Agency: | DENTSU Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Yuki Kishi | DENTSU INC. | Creative Director |
Yasuhisa Nito | DENTSU INC. | Planner/Copywriter |
Murai Yosuke | DENTSU INC. | Planner/Copywriter |
Shinsaku Ogawa | DENTSU TEC INC. | Createive Producer |
Hajime Yakushiji | DENTSU INC. | Createive Producer |
Miwa Sasaki | DENTSU INC. | Planner |
Hirokazu Masaki | DENTSU KYUSHU INC. | Account Exective |
Kunikazu Hoshiba | Katachi Co,.Ltd. | Art Director |
Takashi Murakami | Katachi Co,.Ltd. | Designer |
Toshimitsu Tanaka | Katachi Co,.Ltd. | Designer |
Ryuhei Yokoyama | TOHOKUSHINSHA FILM CORPORATION | Director |
Tsuyoshi Date | TOHOKUSHINSHA FILM CORPORATION | Producer |
Maho Nagamune | TOHOKUSHINSHA FILM CORPORATION | Prodaction Manager |
Maturing market is a result of average age rise of market users. Japanese liquor brand “SHIRO”,the holder of the top share of RICE SHOCHU for 20 years, is facing same problem. The fall of sales has started in 2003, due to the aging of customers. Our mission is to achieve rejuvenation of SHIRO’s target and restore its sales again.
To bring young adult’s attention, we focused on the certain trend that has been growing among young women in Japan. They use accessory stickers called “STONES” to decorate things around them, and change them to “KAWAII ( = qute)” items to share and have fun with friends. Their phenomenon is called, “DECO”. By decorating SHIRO’s package and giving it a new DECO look, it symbolizes rejuvenation of the target at stores and restaurants.
Our creative solution is to give a new look to "SHIRO" package by decorating it with accessory stickers.
The number of access to the WEB site increased 10 times as before. We successfully made BUZZ around young women. Now that more young people start drinking “SHIRO”, we successfully rejuvenated SHIRO’s target.