Hakuhodo Tokyo lets you kiss beautiful celebrities and enjoy Zima at the same time
Hakuhodo Tokyo has created a ‘Zima, the flavor of a kiss’ campaign to reinvigorate the Zima alcoholic drink brand.
The idea is that at the moment a ZIMA bottle touches the lips is the moment you can kiss a famous celebrity. With the participation of various celebrities, detailed silicon lips were created, all the way down to the wrinkles. Hakuhodo attached the lips as free gift on 1.2million Zima bottles. Placing the lips on the bottle lets you kiss your favorite celebrity while enjoying your Zima. Thus began the “Must Kiss Campaign” which achieved its 1.2 million several month sales target in just one month.
Through this promotion sales doubled and Zima was procured and displayed in stores like never before. Overall long-term sales were pushed up by 150%.
Creative Director: Takeshi Nozoe. Copywriter: Shinichi Takizawa. Art Director: Kentaro Harano. Promotion Director: Takuto Bizenjima. Interactive Planner: Yoshibumi Hayashi. Senior Account Director: Shiro Komori. Account Directors: Kazuhiko Yunotani, Hironobu Tanaka
1 Comment
Big idea. Very well done. The japanese kill us at these sorts of things.