Generate a memorable sense of arrival of this new product, while ensuring that the target audience fully understands its key appeal as “a snack so light it melts in your mouth.”

We chose a ninja character for the package design as ninja are known to appear and disappear virtually instantaneously. Likewise, we designed a campaign that would “magically” appear and disappear in the same unexpected way to instantly imprint the product image in the audience.

Our use of subway tunnel advertising, in particular, generated a major buzz among business and school commuters who were bored with the chronic congestion encountered on the trains. By visually expressing the food taste and texture, the campaign successfully entertained consumers and thus contributed to the product’s success.

The campaign has been picked up on television, magazines, and blogs and we got offers from publishing companies and game companies to further extend business opportunities.

At one point, orders soured and manufacturing factories had to stop, and new flavours such as shrimp and sea urchins were produced. In the competitive Japanese snack market where only 1 in 100 new products can survive, our product caused a sensation.