The TV commercial is meant to look like a live broadcast of a competitive sport. And as it was on the air, we staged an on-line event “Rhythmic Gymnastics – Calpis Soda Cup” which was available for anyone to apply by posting their videos on the website. On the other hand, as the event gets more recognition through other websites such as Youtube, we have started sampling events throughout Japan.

This campaign led a drastic increase in the sale of Calpis Soda - the biggest increase in years – and familiarized Rhythmic Gymnastics which was suffering from a fateful crisis due to a decrease of player numbers. By multiplying minor product by minor sport, we have achieved unprecedented results, equivalent to a major campaign.