Brief Explanation

It's a universal truth that Children don't like vegetables. They would rather not put vegetables in their mouth. How can we get them to at least try vegetables? Ebara's sauce can make vegetables more delicious as it removes bitterness from the vegetables, while helping them in engaging their picky children. So we created a magical way to solve this issue.

The Brief

Ebara is Japan's leading vegetable marinade manufacturer. Unfortunately, they are slipping in popularity and sales. Ebara feels young kids are now tend not to eat vegetable compared to old days. Their goal is to engage a new generation of families by generating a positive WOM towards their products.

How the final design was conceived

Introducing 'FUNFAIR IN YOUR MOUTH'. We built new attractions inside theme parks across Japan. Collaborating with a professor of technology, we invented a Virtual Reality device that turned regular vegetables into action packed excitement with a new way of utilizing bone conduction technology, which turns vibrations on the bone into sound. Through the connected vibration conductor, when kids bite the vegetables, they can hear firework blasts, or Race cars zooming around. Young parents' feedback was very positive to have their kids enjoying vegetables in a fun way.

Indication of how successful the outcome was in the market

The unique technology and surprising experience captured the hearts of adults as well as kids and had an explosive PR effects, equivalent to 75 million yen in advertising costs. The sales followed. Boosting sales an additional 3% during the event period. Connecting new behavior with unique and memorable experiences, we believe our Funfair in Your Mouth changed kids' mind about their veggies.