Overview

At a certain beverage manufacturer, near-pack promotions for 2 brands were implemented at general supermarkets and drugstores. For a carbonated beverage characterized by zero calories, a campaign was launched to give away “original gourmet popcorn” with the purchase of the target product 500ml PET x 4 bottles, or 1.0L to 2.0L PET x 2 bottles. The flavors were 3 types: teriyaki burger flavor, pizza margherita flavor, and coconut flavor. For tea drinks that suppress fat absorption and moderate sugar absorption, a campaign was launched to give away special freeze-dried bowls with the purchase of the target product 350ml PET x 2 bottles, or 1.05L PET x 1 bottle. We planned and produced 3 types of special freeze-dried bowls as prizes: “Oyakodon (chicken and egg bowl)”, “Mapo Tofu Bowl”, and “Chukadon (Chinese-style bowl)”.

Activities

For calorie-free carbonated beverages, in line with the product renewal, we proposed popcorn with flavors that match carbonated beverages. With the theme of unprecedented new flavors, we provided 3 types of popcorn, teriyaki burger flavor, pizza margherita flavor, and coconut flavor, to customers who purchased the target products. By having customers enjoy the delicious popcorn and the newly renewed carbonated beverage as a set, we appealed to the evolved deliciousness, and furthermore, we enlivened the storefront with the voluminous prize size, contributing to sales and increased recognition. On the other hand, for tea beverages, in order to clearly convey the product characteristics of being doubly effective on “fat” and “sugar,” we proposed a prize that freeze-dried the “bowl” that was being broadcast in the product CM at the time. By linking brand communication and prizes that encourage drinking the product with regular meals, we aimed to expand brand recognition and understanding of product characteristics.