The CD jacket and beverage package design were unified. The CD shops and convenience stores were turned into media for band and brand. The music video featuring the product was distributed through karaoke, an everyday leisure activity for the target. The audience could sing with the band, experience the brand, with no media fee involved. For more touch-points, original vending machines and outdoor ads were designed for photo opportunities with life-size images of band members.

To change the perception of the product among the target group from an out-dated drink to a fresh brand, and at the same time, strengthen the image of OrangeRange (the collaboration artists) as a fun, cool band, leading to sales increase of their CD single, “Onegai Senorita”.

The CD single became a No. 1 hit, resulting in high exposure through Karaoke distribution. 80% of high school students were aware of the commercial, and 60% among the aware perceived MATCH positively as “a brand for young people”. The Karaoke video continues to gain exposure in their everyday experiences.

Japanese teenagers have a strong tendency to favor brands associated with people/trends they like. By associating MATCH with the band OrangeRange and to produce a fun music video for the artists rather than a product commercial for the beverage, teenagers nurtured a positive image for the brand. They willingly paid for downloading the music video from the web and were also naturally exposed to the beverage through an enjoyable experience with the band through karaoke.

The teenage segment is always looking for fun, showing affinity toward those who provide fun opportunities. The MATCH brand took the unique strategy of assuming a position, that they are a brand that fully supports the band activities of the artists “OrangeRange”, extremely popular among the brand’s target segment. With the aim of bringing the psychological distance closer, a music video was produced for the band, and distributed through Karaoke videos, one of the most popular leisure activities among teens. This led to total integration between the MATCH brand and the band’s communication, resulting in a truly innovative collaboration strategy.