Morinaga Milk Industry Co., Ltd.
“Morinaga Oishii Gyunyu” Renewal Press Conference
- 業種：
- 活動期間：
- March 2026
To promote understanding of the first package renewal in 23 years for the “Morinaga Oishii Gyunyu” series and to expand awareness and contribute to sales through media coverage, we held a press conference for the media. At the venue, in addition to explaining the background and key points of the renewal, we presented research findings on milk among consumers, adding value to the information beyond a product announcement alone.
We also introduced KOL-arranged recipes and developed information tailored to lifestyle media. As a result, 20 outlets and 20 media representatives attended, achieving a high level of interest and satisfaction.
背景
● Presenting the Significance of the Renewal Through Research Findings
By incorporating research data on the market and consumer insights into the presentation content, we were able to substantiate the background and social significance of "why renew now" as objective facts. This successfully provided a richer context for media coverage that went beyond a simple product introduction.
施策
アイデア
● Maximizing KOL Utilization and Generating Media Interest
By incorporating third-party commentary from KOLs regarding the package renewal, media interest deepened. This enabled us to draw out a very large number of questions during the Q session, and the comments were also used in articles and other coverage.
成果
● Attracting Lifestyle Media and Maximizing Exposure
By designing a narrative in advance—such as "recipe suggestions"—rather than limiting the event to a simple product announcement, we were able to attract multiple lifestyle media outlets. As a result, in addition to high satisfaction with the product, this led to securing individual interviews from lifestyle media.
