Morinaga is a leading provider of health and nutritional food, as can be understood from its range of protein products. The company also pioneered the field of protein products in Japan, and now offers a vast lineup of protein powders, jelly drinks and bars. Despite this, potential customers do not associate Morinaga with protein. Furthermore, imported products and domestic competitors have since emerged as full-fledged brands. Therefore, it was urgently required to expand awareness of "Morinaga Protein" as well as improve its image.

Only Morinaga, a manufacturer found throughout Japan, could do this. We succeeded in reaching new customers such as light exercisers.