IPPON Energy Bar is a delicious and healthy snack full of nutrients. A bar is enough to fill and charge up tired people living hectic lifes.The core target is the businessmen in their 30’s.While there are so many of a similar kind on the market, how to conveythe benefit of the products by establishing the brand position 'the only one energy bar for businessmen' and stand out in the market?

1)The concept is to deliver the ENERGY and revitalise businessmen tired from over work by launching an 'imaginative' bicycle courier company called IPPON Energy Express 2)Create buzz by employing Japanese popular comedians.3)Considering the nature of businessmen, the media and contact points are carefully selected. Mass media was not an option and focused sorely on website and PR activity i.e. the media strategy was constructed to achieve maximum publicity only by a promotional campaign.

During the campaign (19th -31st Oct 2009), the website achieved 187,763 page views and 47,619 unique users.The sales went up by 30% at the Kiosk in the station.