Cannes Lions

LIQOR

DENTSU, Tokyo / TAKAHASI SHUZOU / 2010

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Overview

Entries

Credits

Overview

Execution

To bring young adult’s attention, we focused on the certain trend that has been growing among young women in Japan. They use accessory stickers called “STONES” to decorate things around them, and change them to “KAWAII ( = cute)” items to share and have fun with friends. Their phenomenon is called, “DECO”. By decorating SHIRO’s package and giving it a new DECO look, it symbolises rejuvenation of the target at stores and restaurants.

Outcome

The number of access to the WEB site increased 10 times as before.We successfully made BUZZ around young women. Now that more young people start drinking “SHIRO”, we successfully rejuvenated SHIRO’s target.

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Coincidences

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