Coors DM KISS A-ZIMA by Hakuhodo Tokyo

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Industry Beers and Ciders
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Director Tadashi Tsukagoshi, Hikota Shimoda
Creative Director Takeshi Nozoe
Art Director Kentaro Harano
Copywriter Kenichi Takizawa
Producer Atsushi Sasaki, Koki Ishinazaka
Account Supervisor Hironobu Tanaka
Released March 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: MOLSON COORS
Date of First Appearance: Mar 29 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL:
Creative Director: Takeshi Nozoe (Hakuhodo)
Copywriter: Kenichi Takizawa (Hakuhodo)
Art Director: Kentaro Harano (Hakuhodo)
Producer: Koki Ishinazaka/Atsushi Sasaki (AOI)
Director: Tadashi Tsukagoshi/Hikota Shimoda (AOI)
Account Supervisor: Hironobu Tanaka (Hakuhodo)
Interactive Planner: Yoshibumi Hayashi (Hakuhodo)
PR Planner: Satoshi Shinjin (Catchball)
Media placement: Web Media Article - Web Media(GIGAZINE) - 29 March 2010
Media placement: TV Campaign 2 Spots - TV(Ground Wave) - 16-22 April 2010

Describe the brief/objective of the direct campaign.
To rebuild Zima sales that had declined and make imbibing alcoholic beverages a major pleasure for younger people again through the experience of drinking the product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Marketed nationwide special bottles fitted with plastic lips moulded from real-life female celebrities to allow Zima drinkers to “kiss” those celebrities while drinking the product, thereby generating huge buzz among young people and the media and, in turn, creating a surge in product sales.

Explain why the creative execution was relevant to the product or service.
Because we were certain that this idea, a world first, would be able to directly engage all young people in the product through the unique experience of drinking it from the special bottle, while embodying the brand’s personality in a simple manner.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
No.1 “Popular Topic” on Twitter
TV exposure worth 120 Million Yen
Expansion in store shelf space
Sales 250%