Nodogoshi sales were sluggish. People thought of it as a “bad-tasting beer” because it’s a low-priced, mass market product. So how could we sell a “bad-tasting” beer? We decided not to focus on taste but on the joy experienced when drinking the product.

The businessman became a bit of a star. Dreams became a social phenomenon. Sales rose, making Nodogoshi the #1 beer. The heroine of our second dream-realizing project also became an instant celebrity. The campaign website attracted a flood of traffic. We’re now planning the 3rd and 4th projects.