The new campaign was created based on a teenage girl athlete. Ms. Mao Asada is the world champion in figure skating and she is one of the most popular sports celebrities in Japan. When signing up Ms. Asada as Aero's brand ambassador, we made sure the contract also encompassed her pet dog and the full rights for Néstle to create an illustration and name for her pet dog. The execution surrounding the skater and dog was multifaceted; TV commercial/Events/E-commerce website/etc...

Because this campaign is so fresh it is really difficult to assess the results. However, PR value for the campaign was worth over US$14 million. Also in terms of sales, we sold over 25,000 units of the doll/chocolate kit in the first week of the campaign.