Morinaga Milk Industry: The Rose of Deru-sailles

Morinaga Milk Industry, a milk products and sweets company, increased awareness of its constipation-relieving yogurt in Japan by creating a play on words with popular manga book The Rose of Versailles.

Campaign details

Agency: Dentsu Tec Country: Japan

The Summary Statement

We wanted to enhance the recognition and understanding of a new product, a constipation-relieving yogurt, within a limited budget. To create a buzz, we came up with a parody of popular scenes from the legendary manga (comic book) The Rose of Versailles and called it The Rose of Deru-sailles, a play on words with deru being the verb for "come out" - as in, relieving constipation. This humorous concept helped to massively exceed KPIs for site page views (345.9% of KPI) and campaign entries (2247.3% of KPI)....

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