|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."
|Creative Director||Masayuki Furukawa|
|Art Director||Norikazu Omatsu|
|Account Executive||Hiroyuki Watanabe|
|Account Executive||Tsutomu Yokoyama|
|Account Executive||Koudai Matsuzaki|
|Director of Photography (DOP)||Naoki Imoto|
|Production Manager||Takuya Ichikawa|
|Production Manager||Yuki Uenishi|
|Post Production||Image Studio 109|
|Music Composer||Wataru Takada|
|Music Lyricist||Takashi Arima|
I am a marketing leader with 20+ years experience helping Fortune...
Rob along with his partner Andy joined Saatchi & Saatchi in 2009...
I’ve been in media for about 30 years. First half of it was very...
I've known I wanted to write in some capacity ever since my first...
# +18 years track record in Communication strategy, PR, Social Me...
Advertising, New Business Development, Online Advertising, Market...