We created consumer touch-points in all kinds of media: announcement ads on product packaging aroused fans' curiosity, and transportation ads, the website, and other PR activities led consumers to apply for the mystery tour. On the website and mobile site, bizarre locations around Tokyo were uploaded continuously which made the fans want to participate more than ever. In this way, we succeeded in increasing the sales of the product dramatically.

Although the budget was very tight, the unique campaign drew a great deal of attention and gained popularity, as being able to experience the HABANERO world in reality. We succeeded in establishing a completely new kind of relationship between the brand and the consumers, a deeper one than any other previous brand or product.