Garigari-Kun is a Japanese popsicle produced by Akagi Nyugyo Company.

To better serve their primary customers, children, the brand hasn’t raised its price for 25years. As a result, it has grown up to a nationwide product as "a cheap, delicious popsicle".

However, due to the harsh economic environment in japan, the brand finally decided to raise its price by 10yen, or approximately 10cents.

It is only 10cents, but it could have a serious impact on brand royalty among our little customers. Because this is the popsicle which there has had an image of the cheapest and getting easily so far.

Our challenge was to change this negative news into something positive.

The key concept was "Honesty".

We created this TV spot where the actual board members of AKAGI make an appearance.

These board members, in order to so, their deep and honest regret, all bow their heads.

This commercial had only been broadcast 3times, but the response was immense.

Although Akagi Nyugyo expected that 7% of sales number fell down by raising, as a result, the sales have increased by 10%.

The publicity effect is approximately 462 million by advertisement costs conversion.

More than 90% of the consumers had accepted this increase positively.

Many encouraging messages were received.

“Apologizing” Japan's honest and graceful method of communication had gained worldwide praise.

After increasing the price by 10 yen. We succeeded to gain both sales and fans more.