Video games will provide us with the #FantasyAdventure we need during isolation.... It's self-care. #FantasyAdventure https://nyti.ms/39nxHmH
Marketing to Cult Brands
March 12, 2020
Situation:
Coca-Cola Japan realized during 25% of the day, people were not consuming any of their products – during their 6 (or less) hours of slumber. And, often Japanese businessmen work so hard they don’t sleep, creating a lack of focus during the day when they need it most. In addition, their health and wellness were being negatively affected, which was a growing concern among the Japanese.
Challenge:
Create an entirely new productive daypart for Coca-Cola (Japan) Co., Ltd. – Sleep
Solution:
Develop a drink that boosts the naturally restorative power of sleep, making as little as four hours feel like eight. Make what sleep people do get work harder for them.
Results:
Successful test and launch of sleep drink, Yumeru Relaunch as Glaceau SleepWater
Video games will provide us with the #FantasyAdventure we need during isolation.... It's self-care. #FantasyAdventure https://nyti.ms/39nxHmH
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