With this project, we achieved two objectives.

Firstly, we proved Kagome’s message of “All technology exists for the health of people” to the world not through conventional advertising but as news.

Secondly, we succeeded in creating “the ultimate vegetable juice”, which is a vegetable in its original exterior form, only with its content liquidized. It keeps its original nutrient since its cells are disrupted by a shock wave faster than the speed of sound, with no heat, friction or contact with air involved.

The experiment uses the processing technology of underwater shockwaves invented by Dr. Shigeru Ito. (Current principal at the Okinawa National College of Technology) The experiment was conducted with the researchers at the lab of the Institute of Pulsed Power Science of Kumamoto University, which advocates the peaceful use of explosives.

Kagome is a vegetable juice manufacturer which strives for the health of people. They were astounded by the work of the Institute of Pulsed Power Science of Kumamoto University which advocates the peaceful use of explosives, and also the research of Professor Shigeru Ito. Together, we created a prototype of the ultimate vegetable juice in order to convey their message of “All technology exists for the health of people”.

The end result became something that was highly regarded from a scientific standpoint- we created a vegetable juice which has a higher absorption rate of nutrients than regular vegetables because its cells are disrupted by a single shockwave of high spec explosives where no heat, friction or contact with air is involved.

The success of the experiment was released through a web film which was picked up by over 170 medias worldwide (Advertising value equivalent to 110million JPY.) The WOM reached 3 million, receiving 87% positive feedback. Kagome’s official Facebook page also gained 52% more fans.

The “vegetable juice made with high-spec explosives” was considered a valuable phenomenon, and we succeeded in communicating both Kagome’s brand principles and its message - “All technology exists for the help of people” globally.