The Brief

ZIMA it's a premium liquor. However, in recent years, it's appeal with younger men has been particularly weak, with the number of overall drinkers steadingly declining. Create a reason for young men to drink ZIMA and do it with a publicity buzz.

Creative Execution

This campaign is not simple sales promotion. Before actually hitting the market, everything was deliberately leaked to the media. Moreover, being able to see a video of "after" the kiss featuring the person of the real lips was made possible on mobile phones.This overwhelming grabbed the attention and hearts of the younger generation throughout Japan. I put PR and a buzz in web together skillfully in this way and maximized a topic.

Describe the creative solution to the brief/objective.

Create a theme: "ZIMA, the flavor of a kiss." The moment a ZIMA bottle touches the lips is the moment you can kiss a famous celebrity. With the participation of various celebrities, detailed silicon lips were created, all the way down to the wrinkles. We attached the lips as free gift on 1.2million ZIMA bottles. Placing the lips on the bottle lets you kiss your favorite celebrity while enjoying your ZIMA. Thus began the "Must Kiss Campaign".We aimed at achieving sale target to usually take several months called 1,200,000 in one month.

Results

Through this distribution, sales doubled. Zima was procured and displayed in stores like never before. And, by engage with the youth, we pushed up long-term sales to 150%. As a result, ZIMA with the lips was sold out in some days.