In order to achieve the 700,000,000 target, an "Online Must-Buy" campaign was launched in two stages.

In the first stage, the goal successfully focused on igniting interest and winning over heavy users of coffee. By setting an unthinkably high requirement of submitting 100 can codes to enter, consumers’ competitive nature was stimulated -creating a "want-to-win" mentality.Using easier basic entry requirements, the second stage successfully fostered brand loyalty among heavy users and created "daily opportunities to enjoy BOSS" through the use of a ¥200,000,000 online lottery giveaway.

The campaign exploded - causing canned coffee mania throughout Japan as consumers tried to beat the near impossible objectives. Sales skyrocketed. The 700,000,000 target was achieved in November 2005, during the second stage of the campaign - a phenomenal record for a single product in the 35-year history of canned coffee in Japan.

BOSS Rainbow Mountain Blend has established itself as a solid product in the market and one of the top canned coffee brands in Japan; successfully igniting interest and winning-over many heavy users in an already heavily saturated market.