Kiyofumi Kondo
Retoucher at Harukikakutokyo
TitleOjigi
Agency
Campaign Ojigi
Advertiser AKAGI NYUGYO CO.,LTD
Brand ICE POPS “GARIGARIKUN”
Date of First Broadcast/Publication
Business Sector Ice Cream
Story Gari gari kun ice cream bars are a national favorite. The company resisted raising prices for 25 years because children used their own allowances to buy gari gari kun. In order to avoid losing fans due to the price increase, the company decided to go with honesty.
The commercial, in which the chair, president, and employees apologized for raising gari gari kun’s price by just 10 cents, created new fans, starting a swell of support and boosting sales by 10%.

Target audience as an ice pop with sales of more than 400 million units per year, all demographics are targeted ・target media television commercial (total of 3 times over a period of 2 days), newspaper advertisement (advertised once in one newspaper). In other words, this campaign took place with an extremely limited amount of mass advertising. ・pr planning an advertising budget for activities other than the abovementioned could not be secured. Also, considering the contents of the advertising, it was thought that the budget should actually be as minimal as possible. Measures to spread the advertising were intentionally avoided. (in fact, this had left an impression of honesty and directness, becoming a topic of conversation with widespread notoriety, resulting in the acquisition of a strong and positive impression) ・approach through honestly stating a price increase, then sincerely “apologizing”, the acceptance of the price increase, desire to buy this product, positive impression toward this company and the gracefulness of this “apology” have all been brought together."

Media Type Television
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