A strong character “Namacha Panda Sensei ! ” was developed.“Sensei” means “master.”He played the leading part in this integrated campaign,TV-CM,outdoor media,event and website.He is nothing less than the living embodiment of Namacha. Therefore, he lives, naturally, inside a PET bottle.He was put on earth to communicate the goodness of Namacha to all.

When consumers tried to purchase a bottle of Namacha from a vending machine, they received a bottled Namacha Panda Sensei instead!The act of purchasing a product was transformed into a fun, emotional experience.

All 60,000 bottles for the event were sold out.This was a phenomenon in which people woke up early in the morning and 2,500 people stood in line for three hours a day to purchase Namacha; it created tremendous buzz.

A website, where consumers could have conversations with Namacha Panda Sensei received an astounding 12.5 million PV’s during the six months.This was 50 times more than the previous year and more PV’s than any other Kirin website had received.The website received over 250,000 unique users.

The campaign successfully created a strong tie between the brand and consumers.