Packaging can change people’s eating habit. It is claimed that Suntory Black oolong tea contains highly concentrated tea polyphenol which can remove fat from meat. We can do promotion through traditional media or on internet, but we would like to do it through meat packaging. Plastic wrapping with white radish, carrot and tomato prints is used to wrap chicken, salmon, beef and other meat, which make the meat looks like health vegetables with no fat. After this campaign, the sales of Suntory Black oolong tea increased by 15%, which means packaging is changing people’s eating habits.

We wrapped chicken, salmon, beef and other meat with plastic wrapping on which there is a dye cut print of white radish, carrot and tomato. The chicken, salmon and beef look like white radish, carrot and tomato due to the visual dislocation made by the transparent area on the packaging. This allows the meat to look more like healthy a vegetable with no fat.

Through this campaign, the sales of Suntory Black oolong tea increased by 15%. Many people started to drink a bottle of Suntory Black oolong tea with their meals or after their meals in order to remove the fat, it soon became a new eating habit.