TERROR TOUR IN TOKYO by Hakuhodo Tokyo for Tohato

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Industry Confectionery & snacks, Snacks, Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Masaru Kitakaze
Art Director Katsuhiko Suzuki
Copywriter Taku Tsuboi, Mio Nakatsuka
Designer Ryo Kadowaki, Shuhei Kuwabara, Yusei Kakizaki, Naonori Yago
Photographer Kazuyoshi Usui
Released April 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: TOHATO
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://boukun.jp/boukun5/tour/index.html
Executive Creative Director: Masaru Kitakaze (Hakuhodo Inc)
Creative Director: Katsuhiko Suzuki (Hakuhodo Inc)
Copywriter: Taku Tsuboi (Hakuhodo Inc)
Copywriter: Mio Nakatsuka (Hakuhodo Inc)
Art Director: Katsuhiko Suzuki (Hakuhodo Inc)
Designer: Yusei Kakizaki/Shuhei Kuwabara/Naonori Yago (Hakuhodo Inc)
Designer: Ryo Kadowaki (Androidgraphics Inc.)
Web Designer: Kohei Tsuji (Crossing Inc.)
Mobile Designer: Mitsugu Yabe/Hidenori Ishikawa/Shinnosuke Sakairi (S.l.i.e.d)
Photographer: Kazuyoshi Usui (Hakuhodo Product's Inc.)
Stylist: Yuta Seki
Retouch: Osamu Shimura (Aiutare)
Hair Make-Up: Shin Nakanishi (Gradation Inc.)
Coordinator: Takashi Maruyama (Jtb Motivations)
Coordinator: Yoshihiro Sakai/Ueoka Koji/Katsuhisa Endo (Sakai Logical Group Inc.)
Media placement: SW Board - TOKYO - 01.04.2009
Media placement: Train Poster - OSAKA /SAPPORO /FUKUOKA /SENDAI - 01.04.2009
Media placement: Web Site - http://boukun.jp/boukun5/tour/index.html - 01.04.2009
Media placement: Mobile Site - Major mobile carriers in Japan - 01.04.2009
Media placement: SP Event - TOKYO - 22.08.2009

Describe the challenges and key objectives
Tyrant HABANERO is a popular Japanese spicy snack which created the sensation with its taste, character, package design and the impact of its promotional campaign. As soon as it came out, it became widely well-known all over Japan. It was too hot for some people to take. Its sales were mainly and solely supported by fanatic spice addicts, who are masochists always seeking for more stimulation. Thus, to remind the targets of the products, we needed to create the campaign and the design which has a huge impact.

Describe the brief from the client
The client's goal is to vitalise the spicy snack "Tyrant HABANERO" and to create its deeper connection with the fans.

Describe how you arrived at the final design

To express this super spicy snack made out of the world's hottest chili pepper, we created the character shaped like a chili pepper with the aggressive facial expression. We used black and red coloring with high contrast, visualising the spicy taste. In every touch-point for this Tyrant HABANERO brand; products, campaign and goods, we created poisonous design to establish brand as a niche product. For the newest campaign, we created the most sadistic tour to promote the product. We designed the wrapping for the bus and the all products with this spicy taste, establishing a strong relationship with the fans.

Give some indication of how successful the outcome was in the market

In the new campaign, we created the 'Tokyo Terror Trip' in which the consumers experience the world of Tyrant HABANERO in real life, which created a huge buzz. With that campaign, we established the strong relationship with the consumers at the level deeper than any other products ever could have established.