Nescafe Promo, Case study SMALLEST SEDUCING SMILE EVER by Dentsu Inc. Tokyo

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Naoto Oiwa
Art Director Yodo Hirabayashi
Photographer Ryosuke Kawaguchi
Released May 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: NESTLÉ JAPAN
Product/Service: CANNED COFFEE
Agency: DENTSU
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Agency Producer: Koji Yamaguchi (Aoi Advertising Promotion)
Art Director: Yodo Hirabayashi (Dentsu)
Executive Creative Director: Naoto Oiwa (Dentsu)
Creative Director/Director/Copywriter: George Sugitomo (Dentsu)
Information Architect: Masaki Ono (Aoi Advertising Promotion)
Photographer: Ryosuke Kawaguchi (Aoi Advertising Promotion)
Production Company: (Aoi Advertising Promotion)
Media placement: Mobile phone campaign - All mobile phones in Japan - 01/05/2009

Results and Effectiveness
The more you drink, the more coffee information you get, and the more you engage with the new brand. And you get to see a new side of the sexy coffee queens every time, creating an immoral illusion many Japanese men will not reject! This is not just a coffee break anymore; it is time for a date with a beautiful woman on the other side of the world! We created a new repurchase cycle using mobile phones in a completely new way, selling 23,983,290 NESTLE canned coffee throughout Japan in just 2 months!

Creative Execution
We created a new repurchasing cycle for the men who happen to buy this new rare product to keep on repurchasing again. Our solution was to create an addictive short movie to enjoy on every short coffee break, for all busy Japanese men. A tiny small sticker was placed on every coffee, with a woman’s seducing smile, hiding the eyes and up, and a QR code. From this mysterious sticker the men were curious to access to a special site revealing the beautiful sexy women from around the world! A short 1-minute coffee movie showing beautiful women from around the world was the perfect solution creating a perfect oasis time. Also, the Japanese vending machines are filled with Point Of Purchase information, but "Smallest Seducing Smile Ever" had NO INFORMATION at all, creating a curious feeling to want to know more!

Insights, Strategy & the Idea
There are more than 5 million vending machines dotted throughout Japan! And canned coffee is one of the most competitive markets in all. NESTLE JAPAN wanted to launch a new canned coffee brand with 5 flavours. But compared to other rival companies NESTLE JAPAN had extremely few vending machines and hardly any budget to spend on advertising. 99% of the canned coffee is sold to hardworking blue and white collar men. We found out that most men drink their canned coffee during lunch breaks and recess time. That is also when they open their mobile phones to check new messages or to play games. Our idea was to create the perfect communication for Japanese working men, combining "Canned Coffee" and "Mobile Phone" in a never before seen way, turning the can itself into the most valuable media!