There are no unique regulations in Japan compared to foreign countries when it comes to Branded Entertainment.

However, compared to other developed countries, we have very limited TV channels (stations). In that sense TV ratings are still very high and TVCM is dominant in advertising effectiveness. I.e. leaving branded entertainment still minimal in comparison.

To communicate the fact that this product is made from a precise recipe, we created a 2 minute 30 second Rube Goldberg Machine footage just on food and kitchen items. This was uploaded onto the brand site together with “TVCM” and “Behind-the-scenes footage of the shoot.” We also induced consumers to the brand site through TVCM which was on-aired concurrently with the launch and magazine ads.

1% market share was acquired one week after launch. This created news in the Japanese haircare market where the market share of the biggest brand is 10%. Moreover, when limited to drugstores in the Tokyo metropolitan area, we acquired No.1 share in premium haircare brands. We gained popularity not only with our targeted audience of women in 20-30s, but from a wide range of age groups.