Consideration about drunk-driving has risen in Japan as accidents caused by drunk-drivers has been increasing recently. Because of this situation, Kirin Brewery developed the world first beer-taste beverage with 0.00% alcohol, to eliminate drunk-driving.To expand awareness of an epoch-making product launch, we attempted to get as much media coverage as we could and to implement an unprecedented event.Our challenge was to make the news; we wanted to reach the mass media in order to attract coverage. Therefore, we picked a highway parking area as a venue for the launch event. This parking areas was only accesseble by car, not by foot or train. We only offered Kirin 0.00% and stressed that you can drive after drinking because it has 0.00% alcohol.

As a result, most of media picked up our launch event as headline news for the evening and the next morning of that day and newscasters tried its taste live on air.Per our strategy, it became symbolic PR for the product and resulted in being a hot-selling product that gave marvelous sales records.

- Representing the very first product in the world, we organised the launch event at the highway parking area, which was the first time an alcoholic beverage company had done this.- We assumed an output image of this event. How the media would broadcast it in many news programs or information programmes, so we planned it with impact.- We invited a famous F1 racer to this event as a persuasive guest.- We invited the media.

We successfully aquired a lot of media exposure and newscasters tried the product in the news programmes and live TV shows. - KIRIN Free increased size of beer-taste beverage market to double and dominated 75% of its share.- Sales have increased 6 times comparing the sales goal which was set at first time.- An authoritative Newspaper’s has announced KIRIN FREE in second place of the year.- The total amount of free media publicity was more than 250 million JPY.- Obtained support from the police and they gave out the products as a part of anti-drunk-driving campaign.

- As a result, 0.00% has changed thinking of all Japanese people.