The Campaign

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 that would instantly create interest among consumers. 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. 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. PR claim: Made consumers have doubts of the authenticy of the claim by putting forth the concept of peudoscience, and establishing the research results without a scientific basis. Performed the ground breaking challenge of playing music in a factory. Utilized the unique characteristics of Shigeru Matsuzaki not only as a commercial talent but as a "function".

The Brief

Our aim was to accomplish the sales goal, achieved by taking the shelves of major convenience stores. The target were office workers in their 20's and 30's, and in the end we were able to fill the shelved of all 4 major convenience stores, and total sales reached twice the original sales goal.

Results

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.

Execution

The campaign launched on April 1st, 2013 where the website released footage of the coffee (presumably) becoming deepened by listening to the song. The product was released from April 1st through April 8th. It was a speedy victory. The website will remain open until July, and everything was perfectly carried out as planned.

The Situation

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 new marketing strategy that would instantly spread and create interest among consumers.

The Strategy

"Our deep-roasted espresso will be placed in stores after being deepened by listening to a deep voice of a seasoned singer. "