The best ad space in Japanese newspapers, the bottom of the front page, by tradition is reserved for publishers to advertise books. So, to place an ad in this space, we published a Roots book, and created an ad for that book that also looks like a Roots ad. Altogether, 80 versions were created and run in 64 newspapers, totalling 470 million circulation of the ads. Bookstores where the book was sold were also utilized to advertise Roots canned coffee.

The Roots book was a big hit; a best seller in newspaper book rankings. The advertising series became a hot blog topic. During the campaign period, Roots achieved sales of 140 million cans.