Nissin Cisco Japan: 3:20 is 'Sable Time!' 1 Minute Challenge

Nissin Foods, a food brand, increased sales of its Coconut Sable biscuits in Japan by changing the time of traditional snacking and encouraging Twitter users to only post during this time.

Campaign details

Agency: Dentsu Tec. Country: Japan

The Summary Statement

Coconut Sable is a long-selling biscuit that has been in stores for over 50 years. To revive its popularity among younger consumers, we planned a promotion that aimed to make a habit of eating the snack at a certain time. In Japan there is a custom of eating snacks at 3:00, but we decided to move that time ahead to 3:20, since the numbers 3-2-0 can also be read as sa-bu-re, or "Sable," in Japanese.

To make a custom of "eat Sable every day at 3:20,"...

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