Ice Pops 'Garigarikun': Ojigi

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Advertiser: Akagi Nyugyo Co.,Ltd.Agency: DENTSU.INCCountry: Japan

Objectives

Garigari-kun is the leading product of Akagi Nyugyo Company, a famous popsicle which had featured its low price for decades. When Akagi decided to raise its price by 10 cent due to the shadowing economy, it could of caused a huge damage not only on the brand loyalty, but also on the company itself.

We had to carry out an advertisement that would convert the negative news of raising the product price into something good for the brand. Our communication objective was to announce the negative news in...

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