The Campaign

The image generator allowed people to post thoughts and opinions on social media with added “muscle”, and likewise gave muscles a way to express themselves. Protein is an important source of nutrition for people with muscles - in other words, everybody, not just bodybuilders and athletes.

Creative Execution

Only Morinaga, a manufacturer found throughout Japan, could do this. We succeeded in reaching new customers such as light exercisers.

Indication of how successful the outcome was in the market

- Increase in Morinaga webpage visits in the month of the launch (September 2017) - Increase in monthly sales per store rate in the month of the launch (September 2017) - In particular, it was successful in acquiring new customers - the original purpose of the plan.