Product / ServiceYUKIMI DAIFUKU
CategoryB07. Use of Celebrity, Influencers & Key Opinion Leaders
EntrantLOTTE AD. CO. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU ISOBAR Tokyo, JAPAN
Production TOW CO.,LTD Tokyo, JAPAN
Production 3 SONICJAM Tokyo, JAPAN
Production 4 MEDIA BUSTERS Tokyo, JAPAN


Name Company Position
Shinsuke Kubomoto DENTSU INC. Exsective Creative Director
Junta Yoshikawa DENTSU INC. Creative Director
Yuki Muroi DENTSU INC. Creative Director
Youhei Ugaeri DENTSU INC. Copywriter
Yuiko Tsukuda DENTSU INC. Art Director
Satoshi Takahashi DENTSU INC. Communication Planner
Taishi Iwaki DENTSU INC. PR Planner
Shinichiro Uewaki DENTSU INC. Communication Planner
Yoshifumi Sato DENTSU INC. Social Media Planner
Sara Tembata DENTSU INC. Communication Planner
Yaichi Kubo DENTSU INC. Account Executive
Ruriko Kikuchi DENTSU INC. Account Executive
Shota Suzuki DENTSU INC. Media Planner
Yuya Hamamura VECTOR INC. PR Director
Nozomi Watanabe Platinum, Inc. PR Consultant
Takumi Nakao Platinum, Inc. PR Consultant
Kaito Hayase Platinum, Inc. PR Consultant
Yuzuru Suzuki TOW Co.,Ltd. Producer
Takashi Kibe TOW Co.,Ltd. Producer
Kazuki Ohashi TOW Co.,Ltd. Producer
Yuri Kamisawa Dentsu Isobar Inc. Social Experience Designer
Jungeun Choi Dentsu Isobar Inc. Social Experience Designer
Wakako Ashida Dentsu Isobar Inc. Assistant Social Experience Designer
Reiko Shimizu Dentsu Isobar Inc. Assistant Social Experience Designer
Shozaburo Kawashima MEDIA BUSTERS.INC Producer
Minoru Motofuji MEDIA BUSTERS.INC Director
Yu Hotta SONICJAM INC. Director
Yuji Kunii SONICJAM INC. Designer
Yuji Ishibashi SONICJAM INC. Designer

Why is this work relevant for PR?

Among ice cream products sold in Japan, Yukimi Daifuku is unusual in that each pack contains two servings. We noticed that an online debate was brewing about whether the product should be shared or not--after all, giving away half is no small decision. A lot of the comments were negative: one person described it as "like giving away one of your lungs." We decided to nationalize this debate, bringing onboard popular comedians and social media celebrities to encourage the public to participate in the argument. In the process, we re-established our product as a symbol of sharing and generosity.


The ice cream industry is in a never-ending race to invent the next great flavor in hopes of making headlines and staying relevant in the eyes of consumers. As a result, sales of long-running products like Yukimi Daifuku—a pack of two vanilla ice cream balls wrapped in a starchy layer—have stalled. We needed to find a way to revitalize interest in Yukimi Daifuku.

Describe the creative idea (20% of vote)

Among ice cream products sold in Japan, Yukimi Daifuku is unusual in that each pack contains two servings. we decided to ground the campaign in an ethical issue: if you have Yukimi Daifuku, do you keep them for yourself or share one with a friend? Through the use of celebrities, we encouraged people around the country to use the hashtags #sharer and #hoarder to show which side of the debate they were on.

Describe the strategy (30% of vote)

We discovered that an online debate was brewing over whether Yukimi Daifuku was a snack that ought to be shared or not. As there are only two in a pack, sharing involves giving away half—no small decision. Most people taking part in this debate seemed to be firmly against sharing, which got us wondering: Did all our customers feel this way? We decided that nationalizing this debate could not only provide us with valuable insight into our customers, but also help revitalize interest in the product—as well as increase sales.

Describe the execution (20% of vote)

We kicked things off by asking a popular comic duo, well known for disagreeing over everything, to start a Twitter feud over Yukimi Daifuku. We had them identify which camp they were in by using one of two hashtags—#sharer and #hoarder. We then asked popular YouTubers, animated influencers, and other social media stars to join the debate. We also set up a website to count the number of times that each hashtag was being used so we could display a running tally in real time. At one point, when it looked like sharers were enjoying a huge edge over hoarders, we brought back the comedy duo to spice things up by enacting a pro-hoarder skit. In this way, we maintained interest in the debate throughout the campaign.

List the results (30% of vote) – must include at least two of the following tiers:

Spurred by the comic duo, 120,000 Twitter users joined the debate. Thanks to a 325% increase in tweets discussing Yukimi Daifuku, the product started trending on Twitter. Other food makers staked out their own positions. We also enjoyed over US$4.8 million in earned media from over 780 outlets. Sales dramatically improved, increasing 24%. As for the debate? To our happy surprise, sharers beat the hoarders, 70%-30%, helping to establish a new brand image of Yukimi Daifuku as an ice cream product that brings joy whether eaten alone or with a friend. We decided to announce a new brand vision—The Sharers’ Revolution—that promoted a more sharing approach to snack eating.


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