The maker of the hit hot pepper snack Tyrant Habanero combined with leading beverage maker Suntory to launch a new soup product. To appeal to the young Manga/computer/junk food generation, we needed more than a product announcement. We decided to package the message in a sadistically funny computer game, for free. This RPG featured a special character that is sent to hell for wasting food. His journey involves drinking the soup, and eating various foods that taste good with it. Using no mass advertising, the website recorded 1,420,000 page views in the month following the launch.