Title | RICH SINGER MAKES COFFEE MORE RICH |
Brand | AGF |
Product / Service | TRIPLESSO |
Category | B02. Consumer Products |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Koji Mito | Freelance | Music Producer |
Hiroyuki Harada | Davinci | Art Director |
Samon Nagai | Freelance | Grip |
Naoki Goya | Freelance | Dop |
Kazuharu Tabuchi | Freelance | Dop |
Takayuki Niwa | Spirits | Director |
Shogo Kushima | Northshore Inc. | Producer |
Satoshi Kuno | Aoi Pro. Inc. | Creative Producer |
Mitsuhiro Hara | Dentsu | Acount Exective |
Kana Misawa | Dentsu | Planner |
Sayuri Nakagawa | Dentsu | Copywriter |
Chihiro Yabe | Dentsu | Copywriter |
Dai Hirose | Dentsu | Copywriter |
Masakazu Ido | Dentsu | Copywriter |
Yuko Katsumata | Dentsu | Art Director |
Toru Suwa | Dentsu | Strategist |
Miwa Sasaki | Dentsu | Pr Planner |
Noriaki Onoe | Dentsu | Creative Director/Planner |
The client is Japanese coffee brand AGF. Triplesso, their new product, is a richly extracted chilled cup coffee with espresso. The purpose was to spread the name of this deep-roasted coffee and also develop a marketing strategy. With it being the largest distribution channel in Japan, first-week sales in convenience stores decide the product's future. However, the client did not have a budget that allowed them to use the mass media to put their products in convenience stores. Therefore there was a need for them to develop a marketing strategy that would instantly spread and create interest among consumers.
We were able to conduct a pseudoscientific challenge of deepening the well-roasted, deep flavored coffee, by making it listen to the voice of a well-tanned, deep souled singer. Also, because the product is a beverage that can be easily obtained, anyone was able to test if it was indeed more deep flavored, and then communicate this result.
"Our deep-roasted espresso will be placed in stores after being deepened by listening to a deep voice of a seasoned singer. "We first used the theory of music "ripening" plants, and then took notice of the famous singer, Shigeru Matsuzaki. He is known for his deep, seasoned voice and his coffee-colored tan. We recorded and played his singing voice everyday, and then released 330,000 cups of coffee that had (presumably) become much deeper flavored.
This approach went viral through the TV and internet. Consumers were able to compare the original product with a new product that was "Shigeru-fied" having listened to the deep voice of the singer, and created controversy on whether or not its flavor had actually deepened. As a result the campaign was introduced in 10 TV shows, 33 newspapers, and 104 websites. Its advertising effectiveness was 10 times the original estimate, reaching 200 million yen. This led to the top 4 convenience stores placing the Triplesso in stores, and total sales ended up reaching twice the estimated number of sales. Triplesso was able to secure a long term spot in convenience store shelves.