Situation, environment:

Japan has been affected by deflation for some time. Corporations are in the midst of attrition while material and shipping cost are increasing. Consumers are cautious of spending and extremely critical of “price increases”.

Overview, summary:

A desire for the first price increase in 25 years of 10 yen to be accepted in a positive manner.

Objective:

To improve corporate image while acquiring more fans

Executed through television commercials with nationwide broadcasters who have the greatest domestic coverage.

Additionally, placing full page advertisements with a visual image of “apologizing” in the top financial newspapers throughout Japan.

Timeline:

Television commercials aired and newspaper advertisements were run on April 1st or “April Fools’ Day”.

This shows some playfulness through “telling the truth” on April Fools’ Day.

Placement:

All over Japan