Kirin: 1,000,000 Genki song project

This case study describes a campaign by Kirin, the Japanese food and drink producer, which used a positive message following Japan's 2011 earthquake to promote its health-food products.

Kirin: 1,000,000 Genki song project

Daiko Advertising

Entry Information

Country where program ran: JapanProgram start date: 03/06/12Program end date: 03/31/13Advertiser/Client Name: Kirin Company,LimitedProduct/Service Description: Kirin is one of Japan's top food and beverage producers, providing vitality through its products. The Kirin Plus-i series featuring non-alcoholic beverages, functional yoghurts, etc. was developed particularly for health. Competition in the health-oriented market (food for specified health use, etc.) is heating up, and Kirin Plus-i also faces competition.Category: Business and Consumer Services (BCS)

Strategy

Business problem

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