DECO SHIRO CAMPAIGN

TitleDECO SHIRO CAMPAIGN
BrandTAKAHASI SHUZOU
Product / ServiceSHIRO,JAPANESE SHOCHU
CategoryB02. Consumer Products & Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
DM/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

Our creative solution is to give a new look to "SHIRO" package by decorating it with accessory stickers.

Results

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.