The Campaign

For some people, the most delicious thing in the world may not be a rare and premium cup of coffee or a meal at a hard-to-reserve restaurant. Rather, it might be just a cup of instant coffee enjoyed in freezing cold temperature or a glass of cold tap water on a hot summer day. In order to further highlight the value Thermos brings to “temperature,” this campaign focuses on depicting various scenes where ultimate deliciousness is achieved when a drink is served at just the right temperature.

Creative Execution

This photo captures the scene of Ms. Hirai making traditional chili peppers seasoning in Myoko, Niigata Prefecture at a snow farm, in a temperature of -3?C (= 26.6?F). Her body, freezing cold after a day’s work, is warmed by soup contained and maintained at the most delicious temperature by Thermos’ vacuum insulation soup jar. The photo depicts the real work day of a real person through a documentary-style approach.

Indication of how successful the outcome was in the market

Substantial increase in awareness and favorability nationwide. When compared to pre-campaign figures, brand awareness improved by 145%. Improvement was seen not just among the F2 segment (the main purchase segment), but also among men and the younger segment. Moreover, favorability was higher among those that had seen the TVC compared to those that hadn’t (136%).An indication that the TVC contributed substantially to increasing the brand’s favorability.