The Campaign

With the cooperation of the Japan Anniversary Association, we established the “Day to Think Muscle”, and released an image generator for social media called “Morigana Maker”. “Morigana” is a made-up word comprising “Mori” (muscular) and “Gana” (Japanese syllabary), and also plays on the company name, Morinaga.

Creative Execution

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

- 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.

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.