We selected a driving scene, which has been perceived taboo for brewery advertising, as a symbolic icon and planned the launch event at a highway parking area to announce a new product launch impulsively.

Invited many media focused on TV stations (news programs and information programs) and newspaper, and acquire greater-than-expected exposure in the news on TV that day and the next day. With the impact of this event, many newscasters tried tasting in live show in the morning, even thought it has a regulation of advertising.

- KIRIN FREE doubled the size of beer-taste drink market and dominated 75% of share.

- The sales were nearly six-fold of the first goal set.

- An authoritative Newspaper’s hit record ranking has announced KIRIN FREE in second place of the year.- The total amount of free media publicity was more than 250 million JPY.- Social significance contribution: the police, who crack down on drunk-driving and have never been involved with a company, gave out the products as a part of anti-drunk-driving campaign.