Brief Explanation

We created an entirely new concept in branded content by covering the catchy jingle and dance that made a TV commercial famous and using it as the debut song for a new girl group. The hot new girl group covered the song, and with the addition of a music video shot in 360 degrees using leading-edge technology, we succeeded in breathing new life into a brand that had stagnated. Furthermore, we created a continual branding structure because whenever the group performs the song in concert, it will draw attention to Fit’s.

The Brief

CHALLENGE: Fit’s is a famous gum brand in Japan. It has become popular by a catchy commercial song and dance. However in recently years, it has fallen into a rut and its presence weakened. Our challenge was to breath life back into the brand using its major commercial song and dance. STRATEGY: Covering classic hits brings them back to life now. We provide the covered popular commercial song “Kamu-to-Funyan” as a debut song of a new girl unit “Leaders of the New School”. We provided their first live concert and also made a music video shot in 360 degrees.

Describe the success of the promotion with both client and consumer including some quantifiable results

The debut of “Leaders of the New School” became a big topic, not only domestically but also internationally. Fit’s once again found its way to the forefront of the generation. In the future, whenever the girls perform, Fit’s will attract more attention. As the girls gain popularity, Fit’s will too.

Explain why the method of promotion was most relevant to the product or service

On July 13, 2015, in conjunction with the news of the girl group’s debut, their debut song, a cover version of the TV commercial jingle, and the 360-degree music video were released. That weekend the girl group held their first concert at a large club venue, popular among the young. To add to the excitement of the concert we developed and distributed a glow stick smartphone app. The public’s response was greater than expected, and we hurriedly set up a second concert on July 31st. They also performed on August 9th at a large-scale event hosted by a TV station. They continue to be the subject of growing attention.