Why is this work relevant for Brand Experience & Activation?

Relaunch campaign for Iyemon, a Japanese bottled green tea beverage. A super V-shaped recovery was achieved through a reformulation that preserved the tea’s green color and a thorough brand experience (mass advertising and activation) based on the concept of "nudity.” The work produced an overwhelming sales effect, pushing the company from the bottom of the green tea market to the top.

Background

Green tea has been a part of Japanese culture and spirit since the Edo period. Nevertheless, the color of bottled green tea in Japan often isn’t green, but actually fades to brown due to the application of heat during sterilization. Companies have been trying to hide this brown imitation “green tea" by wrapping green labels around it. This is a far cry from the spirit of authenticity. (Authenticity, was translated from “omotenashi,” an important and nuanced Japanese concept with broad meaning, often translated as “hospitality.” The same was true for Iyemon. Iyemon had been languishing in the market for a long time and was on the verge of extinction. It was imperative to get it out of the bottom.

Describe the creative idea (20% of vote)

Core Idea: " Iyemon Stripped ". The " Iyemon Stripped." This is the secret idea that Iyemon came up with. Using a unique manufacturing method, the new Iyemon achieved the beautiful, natural green color that is expected in Japanese green tea. We wanted people to experience that beautiful green color the moment they saw the bottle. The goal was to make that instant impression and to have them notice the overwhelming difference from the other green teas that had been hiding behind the labels.

Describe the strategy (20% of vote)

"To make Japanese people intuitively understand its authenticity and flavorful qualities.” Green tea is a part and product of Japanese culture, and it is a market supported by a demographic of all ages and sexes. It’s a product whose selection is determined by split-second decisions at the store. Therefore, it is necessary to create a visual innovation that can make customers instantly recognize the real thing from lessers and think that Iyemon looks better. The product development idea that came out of this was "Green Iyemon" and the execution of the idea of "Iyemon Stripped.”

Describe the execution (30% of vote)

The first thing we did was to make the bold move of selling the nude bottles at convenience stores nationwide. Of course, as a first in Japan. In the TV commercials and consumer campaigns, also made a point to highlight the removal of the Iyemon labels, leaving the Iyemon Stripped bottles nude. Moreover. We asked Kishin Shinoyama, a master of nude photography who has been taking nude pictures of top actresses for half a century, to take nude pictures of bottles and publish them in newspaper advertisements. It created a stir. People started peeling off the labels to see if their green tea was green or not. There were many people, both in real life and on social media, who peeled off the labels to demonstrate the test. Needless to say, this method of selling without labels and encouraging people to take them off was eco-friendly and supported sustainability.

List the results (30% of vote)

“From Last to First Place: The greatest comeback of the century” The green color of real green tea and the environmentally friendliness of Iyemon Stripped struck a chord with Japanese consumers who love tea and value authenticity. Sales were up 378% over the previous week's level, and at convenience stores, sales were 200% over the previous year's level over the course of about 6 months. Iyemon, which had been at the bottom of the bottled green tea market, quickly jumped to number one*. In addition, in supermarkets, Iyemon ranked first among ALL beverages, creating the "greatest comeback of the century.” Real green tea from the land of omotenashi… Japanese authenticity. * INTAGE SCI sugar-free tea beverage market January 2020-December 2020 share of the number.