MAX COFFEE

TitleMAX COFFEE
BrandCOCA-COLA (JAPAN) COMPANY
Product / ServiceCOFFEE DRINK
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Credits

Name Company Position
David Elsworth Coca Cola (japan) Company Vice President
Ryotaro Yao Coca Cola (japan) Company Assistant Manager
Tohru Tanaka Gt Creative Director
Jonny Shaw Naked Communications Founding Partner
Naoki Ito Gt Inc. Planner
Kengo Kato Tugboat 2 Art Director
Naoya Seki Psj Corporation Creative Director
Anthony Matsuo Naked Communications Senior Strategist
Shinichiro Nomura Dentsu Account Executive

The Campaign

MAX COFFEE is a canned coffee brand of the Coca Cola Japan Company. Initially launched in 1975, the product was available only in limited areas of Japan until this year. This campaign was created for the launch of MAX COFFEE on a national scale. Known for its extravagant sweetness made mainly of coffee and condensed milk, the concept of ‘Refuel for Yabai Life’ was created based on the insight of this beverage being consumed in times of physical fatigue and specifically after sport activities such as surfing and skiing. (Yabai is the equivalent of cool or killer in English)

Success of the Campaign

Following the official launch of the national MAX campaign, sales and brand awareness have increased. Use of digital communications has proven to be effective, with brand exposure spreading through personal blogs and social networking sites resulting in added value for the overall effectiveness of the campaign. A new product MAX COFFEE V has just been launched as an extension of the MAX COFFEE brand.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched on February 16th 2009 as a holistic advertising campaign covering a broad range of media targeting males 20-35. Executions include TV commercial, magazine ads, transit posters, website, OOH and outdoor events and original cable TV programming. The website kicked off the campaign as a teaser and later evolved into a fully branded website with content updated regularly over the course of the campaign. TV and print media were used to raise national awareness, followed by outdoor events at ski/surf spots, and branded content on cable television to further engage with consumers.