Brief Explanation

This is a story about a brand, Thermos, defended its position by uncovering the cultural truth about Japan. Thermos is a brand name for special containers that keep drinks or food hot or cold. It was born in Germany but acquired by Japanese company in 1989. Its foreign image made it distant to the consumers and struggle competing against Japanese heritage brands. Through comprehensive research of cultural and consumer contexts and insights, the strategic breakthrough was to transform the brand’s unique vacuum-insulation technology into authentic heartfelt stories: real and intense temperature experiences from craftsmen across Japan. The creative works are exposed from traditional media (TVCs) to OOH, cinema ads and social and digital videos. After rounds of spontaneous campaign evaluation and optimization, not only were the Japanese people reawakened to the beauty of temperature, but also did Thermos gain significant momentum in brand awareness, with as high as 145% growth and ownership. Furthermore, the agency- marketer partnership gained significantly high level of client satisfaction from third party evaluation, The Referral Rating. The team received as high as 9.0 out of 10 of overall evaluation, 18% higher than category norm.