When people are amazed and eat chocolate , they feel delicious. So we had a TRICK "AND" TREAT CAFE, and A SPECIAL PRODUCT CALLED, "TRICK CHOCOBALL".

AN EVENT CALLED THE "TRICK AND TREAT CAFE", AND A SPECIAL PRODUCT CALLED, "TRICK CHOCOBALL". THE EVENT

WAS ANNOUNCED IN ADVANCE, AND IT WAS LIMITED TO ONE DAY, WHILE THE PRODUCT WAS RELEASED OVER TWO

MONTHS NATIONWIDE. IN BOTH MEASURES, WE ADDED ELEMENTS OF SURPRISE TO THE CHOCOBALL WE USED TO

EAT OFTEN, PROVIDING FOR AN ENHANCED SENSE OF DELICIOUSNESS.

THE “REPEAT RATE,” OF PEOPLE WHO HAVE BOUGHT THE PRODUCT IN THE PAST, INCREASED BY 155% COMPARED TO

THE PREVIOUS YEAR. IT ALSO GAINED 500 MILLION MEDIA IMPRESSIONS. MOST OF ALL, A LOT OF PEOPLE

REMEMBERED THE PLEASURE OF EATING CHOCOBALL, WITH ITS SLIGHTLY STRANGE WAY OF OPENING THE

TRADITIONAL PACKAGE.

We revitalized the relationship between people and the brand without changing the taste.

THE TARGET WERE YOUNG PEOPLE AND PARENTS AND CHILDREN IN THE TOWN OF HARAJUKU, WHERE MANY

INFLUENCERS IN JAPAN ARE FOUND. THEY ARE ALWAYS ON THE LOOKOUT FOR NEW, SURPRISING EXPERIENCES TO

TELL PEOPLE AROUND THEM. BY PUTTING ON A SURPRISING EVENT LIKE THIS HERE, THE INFORMATION WOULD

SPREAD, AND ALONG WITH THE RELEASE OF A SPECIAL PRODUCT PACKED WITH THIS SAME ESSENCE ALL OVER JAPAN,

MANY PEOPLE WOULD WANT TO PICK UP CHOCOBALL FOR THE FIRST TIME IN A LONG TIME.

CHOCOBALL IS A FAMOUS JAPANESE CHOCOLATE, IN ITS 50TH YEAR ON THE MARKET. IT IS AN ICONIC SWEET THAT

EVERYONE HAS EATEN, WHICH HAS CAUSED LESS PEOPLE TO CHOOSE IT BECAUSE IT HASN’T CHANGED. EVEN BY

TRYING TO ADD NEW FLAVORS, OR GIVE OUT PRIZES, IT STILL WAS NOT BEING CHOSEN. THE PURPOSE OF OUR WORK

WAS TO MAKE PEOPLE WANT TO REACH FOR CHOCOBALL ONCE AGAIN, HOWEVER LONG IT HAD BEEN SINCE THE LAST

TIME THEY HAD IT.