Brief Explanation

Need to enhance recognition by consumers after they have forgotten the surprise of the product function. HYOKETSU has its crystal package and sparkling taste. To remind its concept and product, we should offer some exciting experience related to the "Sparkling Surprise"product.

The Brief

Need to communicate "SPARKLING SURPRISE" and make people surprise again because years after its initial launch of the product, there’s not any more amazement among consumers toward the product.

How the final design was conceived

At first, we picked Perfume, a Techno-Pop girls' group who has a sparkling image and well known for their futuristic performance and created mixture of "Real and Virtual"on web site to give consumers a big surprise. Because this collaboration has never existed before, the design came out to be "Sparkling Surprise" to consumers.

Indication of how successful the outcome was in the market

"The campaign information spread explosively among 22 million people on SNS. AR cans were sold limitedly as an extended product of this campaign and as a result, one third of the adult population of 27 million cans were vanished from the store shelf right away.