Overview

A campaign was conducted targeting canned coffee brands. An on-pack instant win campaign was launched at convenience stores and vending machines nationwide, offering a figure collection in collaboration with the popular manga “Kinnikuman” and “Fist of the North Star” to those who purchased eligible products.20149 Month “Kinnikuman Working! Choujin Figure Collection (All6 types)”,20151 Month “Kinnikuman Working in Tag Teams! Choujin Figure Collection Dream Choujin Tag Edition (All8 types)”,20159 Month “Fist of the North Star Supporting Hardworking Men! Famous Quote Stand Cap Working! Figure Collection (All 8 types)”, 2015 10 Month “Working! Fist of the North Star Famous Quote Daily Calendar” / “Supporting Working People! Fist of the North Star Message Memo” have been developed so far.

Activities

In charge of planning and proposing tie-ins that match the brand message of supporting working men, as well as design and production.
In the tie-up with “Kinnikuman”, we proposed “working figures” in which the characters (supermen) are dressed up in various occupations and have various functions to support men. The original “can cap” with visualized characters greatly contributed to expanding awareness and increasing sales at stores. In “Working in Tag Teams! Choujin Figure Collection Dream Choujin Tag Edition”, in order to link it to the story that evokes the image of “disciple and master” that was broadcast as a product CM at the same time, the original “Choujin Tag” realizes a tag even in the occupation by dressing up in various occupations! By designing different occupations for each character, we aimed to link with the brand message of this product that supports working men in various occupations.
In the tie-up with “Fist of the North Star”, we developed a project that connects each character, who left behind “famous quotes” that have been a source of support for men’s hearts from that time to the present, with men’s work. Not only did it promote product sales, but each character dressed up in occupations that matched their characteristics and famous quotes, contributing to brand engagement with working men who have continued to walk with the brand for 40 years.