The project successfully delineated the products concept of "quenching the thirst of mind and body"

and replicated that idea within the domain of Facebook. Therefore, this campaign enabled the participants

to properly understand the feature of the product. Moreover, due to the project's drastic nature

and going against the public notion of the company image, the project became an instant conversation topic among office workers.

Provocative contexts/keywords such as "holiday disguise" and "hand-done photoshop job," brought a lot of people's attention and gathered over 13,000 tweets, and the project was featured in 111 online news media website, and became the number one hot topic on one of the biggest IT news portal website in Japan. The product skyrocketed it's sales by 176% and became the number one category among other rival products. Moreover, the client decided to sell this product longer than originally planned. Most of all, we quenched the mental thirst of many adults.