Campaign details

Brand: Thermos
Brand owner: Thermos
Lead agency: McCann Worldgroup Japan
Country: Japan
Industries: Sundries
Media channels: Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, Television
Budget: 5 - 10 million

Executive summary

This is the story of how Thermos defended its position by uncovering a cultural truth about Japan.

Thermos is a brand that makes special containers that keep drinks or food hot or cold. It was born in Germany but acquired by a Japanese company in 1989. Its foreign image made consumers perceive it as distant and it struggled against Japanese heritage brands.

Through comprehensive research of cultural consumer contexts and insights, the strategic breakthrough was to translate the brand's unique vacuum-insulation technology into authentic heartfelt stories: Real and intense temperature experiences from craftsmen across Japan. The creative works were featured in traditional media (TVCs, OOH, cinema ads) as well as on social and digital.