2016 Mondelez Candy CampaignFriday, August 19, 2016Blue Team - Jordan Bromberg, Katsuki Ikushima, Samara Jatala, Rie Konagaya, Hidemi Kurita, Raven Liu, Kara Maricic, Jeff Orr & Kazuko Ohzono

Introduction - 3SWOT - 4Company analysis - 5Consumer analysis - 6Competitive analysis - 7Category analysis - 8Research - 9Consumer insights - 10Campaign objectives - 11Big Idea - 12Campaign strategy - 13Brand personification - 14Consumer profile - 15Weekday warriors - 16Point of purchase - 17Social media - 18Digital - 19Out of home - 20Packaging - 21Television - 22Press release (English) - 23Press release (Japanese) - 24Media plan - 25Consumer journey - 26Campaign evaluation - 27Conclusion - 28TA

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INTRODUCTIONOur campaign is designed to stimulate the overall demand for hard candy in Japan and position Halls and XC as unique and essential brands for the Japanese consumer. By emphasizing the distinct qualities of Halls and XC through creative and powerful outlets, we remind consumers of the distinctly refreshing experience that accompanies each product and brings revival to one’s daily life.

SWOTSTRENGTHS

-Produce refreshing and stimulating bursts --desired by consumersXC:-Dental benefits (contains xylitol)-Variety of popular Japanese flavors/limited-edition products-Patented three-layer design Halls:-Soothes throat and clears sinuses (contains menthol)-Number one global candy brand

WEAKNESSES

XC:-Lost position as number one bagged candy brand in 2014 after ten consecutive yearsHalls: -Packaged with stick design --less desirable for consumers

OPPORTUNITIES

-Candy market is growing-Menthol is the current leading flavor in Japanese candy market-Channel size of CVS and Drug Stores is growing-Low calorie options gaining popularity

THREATS

-Although the candy industry is growing, the hard candy segment has been declining -Gummy candy segment increasing-Halls often placed at the bottom of the shelf

SITUATION ANALYSIS: COMPANY

XC:

Current strategy:-Main target is women 30-40 and their husbands -Tried to boost sales in summer 2016 with the seasonal flavors of a soda assortment and plan to offer a pink grapefruit flavor this upcoming fall -Receive 40% of their market share from convenient stores, 45% from supermarkets and 15% from drugstores -Tried a package renewal every year but still has had a purchase rate decline of 10% and sales decline of 16% Brand goals:-Provide the perfect contrast of “sweet and icy” -refresh the consumer-Key challenge is to restore penetration. They have attempted this with a 20% volume increase bonus pack as well as an in-store display and end set kit-15th anniversary special gold package that involved contest and Japanese celebrity as spokesperson

Halls:

Current Strategy:-Shifting position to “invigoration candy” with menthol and cooling flavor. Seeks to make consumers feel refreshed and present-Most recent campaign features a polar bear who delivers a refreshing feeling-Features a variety of flavors and degrees of menthol-Targeted toward working (mostly white-collar) males in their late 20s - early 40s who value enjoyment in both work and private livesBrand Goals:-Increase Halls presence in Japanese CVS and ensure that the item is consistently placed on the shelf -Deliver an increase in demand for the hard candy business-Match the brand’s meaning with local culture in a way that is a accepted by the Japanese consumer

COMPANY ANALYSIS

SITUATION ANALYSIS: CONSUMER

CONSUMER

Our target audience includes men and women between the ages of 25 and 35 that have busy lives-Majority of target purchases candy only a few times a year or not at all-When they do purchase candy they are motivated by stress, fatigue and boredom-Most respondents enjoy clear, colorful and simple advertisements

PURCHASING HABITS

-71.3% respondents purchase candy in convenient stores, and 14.9% purchase candy in the supermarket-Flavor is the top factor that influences consumers’ decision in picking one hard candy over another. The second factor is health benefit, which relates to sinus relief, throat and dental health.-79.6% are interested in a seasonal or limited time only product

TRYING NEW BRANDS

The top three factors that motivate consumers to try a new brand are new flavors, health benefit (sore throat / sinus pressure / dry mouth) and low price

CONSUMER ANALYSIS

SITUATION ANALYSIS: COMPETITION

DIRECT COMPETITION:

XC (bag):-Kanro non-sugar nodo ame (cough drops)-Ryukakusan nodo ame (cough drops)-Uha tokuno(rich) Milk-Nobel VC 3000 (cough drops)Halls (hard stick):-Lotte nodo ame (cough drops)-Ryukakusan nodo ame (cough drops)-Uha nodo ame (cough drops)-Nobel VC 3000 (cough drops)

WHAT COMPETITORS ARE DOING:

XC (bag):Kanro non-sugar nodo ame has higher number of fruit flavors than other cough drops-Ryukakusan specializes in throat relief and emphasizes its “originality” and “credibility” (200+ yrs history) -Uha tokuno (rich) Milk boasts its rich flavor of Hokkaido milk-Nobel VC 3000 (cough drops) claims it contains a lot of Vitamin C and is good for the throat-Uses Japanese singer Tendo Yoshimi in its TV commercial with the catchphrase “Nametara Akan”Halls (hard stick):-Cough drops are dominant in hard stick packaging due to convenience-Lotte nodo ame (cough drop): citrus flavor, especially Karin (Chinese quince)-Uha nodo ame (cough drop): uses 15 kinds of herb powder and propolis extract, claiming these are good for the throat

COMPETITIVE ANALYSISINDIRECT COMPETITION:

Gum:-Lotte ACUO: Robot traveled around Japan checking people’s breath. Featured famous actor, Tori Matsuzaka

Chocolate:-Glico Pocky: “Sharehappi (Share happiness) dance contest” with the J-pop boys group: “Freeze your pocky, crack it to make good sounds/song, share that on Twit-ter” #お菓子のいい音(great sound of snacks) to win the limited tote bag or tumbler

Gummy: -Kajugumi (Meiji): Uses popular actress Satomi Ishihara and plays video of her mogu-mogu face on its website

SITUATION ANALYSIS: CATEGORY

MARKET CONDITIONS

-The hard candy market continues to decline, despite an overall increase in the candy market

ECONOMIC TRENDS

-CVS and Drug channels are experiencing considerable growth followed by GMS/SML (at a smaller rate)

EXTERNAL FACTORS

-Variety of alternative options (gummies, gum, etc.)-Growing preference for gummies and other sweet snacks

CATEGORYANALYSIS

We surveyed 187 respondents from our target market concerning their candy buying habits and opinions regarding XC and Halls. Here’s what we found.

Brand awareness and perception:Survey results indicate that a majority of respondents are aware of the XC brand. Just over half of respondents are aware of the Halls brand. A majority of respondents carried no opinion on either brand, but XC received a slightly higher positive rating.

When purchasing candy, the top factors that motivate consumers are:1. Stress2. Fatigue3. Boredom4. Convenience

The most important attribute that our target looks for in candy is flavor. Women prefer sweet and milk flavored candy. Men prefer more invigorating flavors like menthol.

We found that women in their 30s and 40s typically buy their candy at supermarkets. Men in their 30s and 40s and young adults of both genders in their 20s tend to buy candy at convenience stores.

Consumers are highly interested in seasonal and limited edition products. These consumers desire a change in their daily routine, so they value something new being offered to add excitement to their lives.

A majority of respondents prefer packaging that is clean, colorful and simple. They are more likely to share this candy with others if the design is modern and classic looking. Packaging also plays a role in enticing the consumer to try a new brand.

RESEARCH

“Moments of air-conditioned silence on the metro is something I look forward to everyday. It gives my mind a break from the constant stress of work.”

“When the seasons change my tastebuds do, too. In the winter I tend to prefer milky menthol candy. It helps to soothe my throat and sinuses during those cold months. Summer varieties offer the cool refreshment of menthol but with the twist of sweet, fruity flavors - relief I desperately need on hot days.”

“I love teaching, but a long day of classes can get exhausting for my students and I, alike. I look for any opportunity to keep them awake, engaged and excited to learn. On my way to work in the morning, I often pick up a few bags of indi-vidually wrapped candy to pass out to my students. A refreshing treat gets them excited and helps them focus without causing a distraction. My coworkers and I enjoy eating the extras and reading the fun fortunes on the wrapper, as it keeps us on task and in a good mood throughout our demanding schedules.”

“I love purchasing my favorite treats in a limited-availability flavor. I look forward to experiencing a new season and exploring a new place when limited edition flavors or region-specific flavors are available. I compete with my friends and family to find and collect different flavors of our favorite brands throughout the year. It’s a fun, long-lasting friendly competition.”

“Grocery and convenience store shelves are lined with candy in bags and boxes that offer way too much imagery and in-formation, making my selection process difficult. Simple yet colorful packaging is a refreshing break from the cluttered design I’m used to seeing. Oftentimes, I will stay away from my usual choices and try a new, different brand of candy simply because I like the look of its packaging.”

CONSUMER INSIGHTS

CAMPAIGN OBJECTIVES

MAIN OBJECTIVE

The main objective of this campaign is to revive the demand for hard candy in Japan. We seek to establish Halls and XC as unique and essential products for our target market. In doing so, we increase Mondelēz hard candy sales and turnover rates in retail outlets, ensuring continued shelving.

COMMUNICATION OBJECTIVE

Our communication strategy will remind consumers of the everyday role that hard candy can play in one’s life. By conveying the unique refreshment offered by Halls and XC, consumers will associate the brands with invigoration and fulfillment. The brands will be positioned as the refreshing treats that deliver much-needed revival to the consumer.

TRUTH WELL TOLD

Our campaign is driven by two core truths. The first is the fact that humans value feelings of refreshment and revival. The second is that Japanese people, especially those between the ages of 25 and 35, follow demanding daily routines. A long day of running errands or a stressful day at the office, compounded by a crowded commute leaves many feeling lethargic and overworked. In a society where presence is key and focus is essential, a moment of relief can make all the difference. Halls and XC deliver this uniquely refreshing experience.

I trudge through the crowd to get on my fourth train of the day. I’m finally heading home alongside hundreds of other businessmen. It’s the monotonous daily routine that never seems to get easier. Waiting to board, my body is sore and I'm covered in sweat. I hope I get a seat. I can't handle another ride plastered against the door. I get on the train and rush for one of the few spaces remaining. Victorious, I seize my seat, taking in a much-needed breath of fresh air. I feel the air con-ditioning cool my face. “Ahh,” I sigh as I finally get the moment of revival I’ve been waiting for since this morning.

Everyone deserves this moment of refreshment in their exhausting day. A moment to recollect, recompose, and revive. The Japanese call it "Ikikaeru." It’s the revival you need to put the sparkle back in your eyes and to bring yourself back to what matters. Halls and XC deliver these moments of Ikikaeru through their distinct and refreshing flavors.

BIG IDEA

The Ikikaeru Campaign encourages consumers to find “Ahh” moments throughout their busy days. Finding a seat on a crowded train, walking into air-conditioning on a hot day or slipping into a warm onsen all represent this feeling of “Ikikaeru”. In the midst of a hectic day, these moments of revival and refreshment are crucial to the enjoyment of life and optimized performance.

We leverage existing brand equity to communicate that Halls and XC have unique flavors capable of bringing about this reviving sensation. By emphasizing their well-known taste, consumers will know that they can create refreshing moments at anytime throughout their day.

CAMPAIGNSTRATEGY

Meet Hiroko. She's a kind and caring mother of three. Her children, two sons and a daughter, have grown up to be suc-cessful hardworking adults. But they didn't get there alone. Throughout their upbringing, Hiroko expected the best of them. Always challenging them in academics and extracurriculars. Despite Hiroko's high standards, she always ensured her children were happy and well taken care of. Her loving and caring nature helped ease the stress of her children's busy lives. Now, even though the children have moved out of the house, they're comforted in knowing that Hiroko is there for them when life gets tough.

Hiroko recognizes that hard work requires revival for continued success. Her ability to provide this for her children has allowed them to perform at their best and excel in life.

BRANDPERSONIFICATION

CONSUMERPROFILE

MEET KENJI

Kenji is a 30-year-old, white-collared businessman who is single and lives alone in Nakano. He has to work hard to keep himself looking put together for work everyday. He works long hours and does not have enough room for per-sonal life, so he values enjoyment outside of work very much. It is highly important for him to refresh and re-energize himself after a tiring day at work. Kenji has a strong sense of health consciousness because he lives alone and cares for himself. He is also afraid of being late or absent from work if he gets ill. Kenji needs to find excitement in small, everyday things, and because his job only allows a few days for the holiday, he can’t go on day trips or vacations. So, he needs to get his enjoyment from other aspects of life. He has a long commute to work every morning and needs things to keep him busy and awake while on the train. Kenji enjoys refreshing treats to cool himself off from the sticky heat since he wears a suit to work. He also needs something to care for his breath on long train rides when he is close to other passengers. Kenji’s structured work life demands for some variety in his personal life.

MEET MAKIKO

Makiko is a 34-year-old housewife living in Tama with her husband and 7-year-old daughter. She typically rides her bike to run daily errands and go to the gym. Makiko uses public transportation to visit the city center to shop or meet up with friends. To pass time on the train, she uses her smartphone to communicate with her social circle on Line, keep in touch with old friends on Facebook and check up on her favorite celebrities on Twitter. She does the majority of her shopping for the family at the supermarket and picks several small items up from convenience stores and drug stores throughout the week. When shopping, she carefully considers the health, preferences and needs of her family. Throughout her busy day, Makiko often seeks quick and convenient refreshment. She looks forward to the weekends when her daughter and husband are at home with her. Together, they share stories about their weeks around the dining room table while enjoying meals Makiko has prepared. Makiko cherishes these moments with her family as a sweet break from her weekday routine.

TARGET AUDIENCE

INTRODUCING THE WEEKDAY WARRIORS

-Men and women between 25 and 35 -Lead busy lives, working or taking care of children, sometimes both-Need products that compliment their active lifestyle -They must be present in the moment to perform their best-Work and life pressures leave them feeling overworked and tired throughout their day-Place high value on moments of relaxation and refreshment due to tiring daily routines-Enjoy sharing these moments with others but take care of themselves first-Active on digital media, especially during their daily commutes on public transportation-Utilize Line to communicate and enjoy sharing their experiences via social media and conveying emotions with graphics

CAMPAIGN REASONING

Research revealed that among our target audience, the main motivators for purchasing hard candy were stress and fatigue. Our consumers lead busy lives and need quick moments of relief throughout their day. They place a high value on small moments of “Ikikaeru.” The Ikikaeru Campaign will leverage our target’s desire for refreshment by positioning Halls and XC as products capable of delivering feelings of revival.

WEEKDAYWARRIORS

XC will be partnering with the handmade cosmetics retailer, Lush, and releasing XC scented limited-edition bath bombs. These will be available for no cost at drugstores and supermarkets when customers purchase three bags of XC candies. Customers can also purchase these bath bombs at any of the Lush stores in Tokyo. The promotion encourages consumers to try the brand and purchase higher volumes of XC. We also use this promotion to associate the consumption of XC with the refreshing feeling of slipping into a warm bathtub.

Halls will have a POP display in several supermarkets and drugstores modeled after a commercial refrigeration unit. The consumer will open the artificially frosted door to reveal a wide variety of Halls flavors. This will position Halls as a re-freshing and cooling product.

POINT OF PURCHASE

Halls will host an event at select office buildings to revive businessmen after lunch when they are falling into the afternoon slump. Popular Japanese actresses, Satomi Ishihara, Mao Inoue, and Yui Aragaki will surprise the men with Halls as a pick-me-up to keep them present and productive at work. The event will be filmed and shared on Halls’ social media accounts in an effort to show a real-life situation where Halls is being used to refresh consumers. The video will be shared on Youtube as well as Facebook, Twitter and Instagram. The businessmen will also be encouraged to share their experience on their own social media, using the hashtag, #Ikikaeru.

Both XC and Halls will have a series of ads posted on Twitter, Facebook and Instagram. These ads will feature a person experiencing a typical “Ikikaeru” moment, but the source of their refreshment will be replaced with a XC or Halls.

SOCIAL MEDIA

DIGITALXC is teaming up with the popular game, Candy Crush, to create an all new booster option called XC Revival. The boost will give players 10 free moves. After the booster is unlocked, it will appear on the booster wheel and become available for purchase. Candy Crush is played by a large audience in Japan. It’s an excellent way to reach our target audi-ence as they use games like this to pass time on the train. They are being exposed to our brand while receiving benefits to a game they already enjoy. In doing so, they will associate the act of revival with XC.

Line is the most popular messaging platform in Japan, and many users send stickers to convey their emotions. XC and Halls will provide a QR code on their packaging that customers can scan to receive free stickers on Line. These stickers will feature the loved character, Usamaru, enjoying different relaxing situations and consuming Halls and XC. With the incentive of free Line stickers, customers will be enticed to try our brands and also be reminded of the refreshment they can receive from them.

OUT OF HOMERevive with XC

XC will host an event in Shibuya 109 to help promote the “Ikikaeru” campaign. The event will take place on a hot weekend in the summer and will feature two misting machines shaped as giant XC candies. Participants can walk through the misters to be refreshed from the day’s heat. After, they will be directed to a photo booth where they can take pictures with their friends holding various props and signs, including “Ikikaeru” speech bubbles. These photos will be posted on XC’s social media sites and available for the participants to share on their own with the hashtag “#あめージング”. There will also be XC branded cooling sprays, wipes and fans available for the attendees to take with them. This pop-up refreshment stand will get the target to directly associate the feeling of relief with the brand XC. We will also use the event to draw attention to XC’s unique layered design.

Halls-branded train cars will be placed on multiple subway lines throughout Tokyo. During the hot summer, these cars will be cooled to 21 degrees Celsius and branded with Halls’ icy aesthetic. Passengers will immediately associate the physical feeling of relief and revival with the cooling flavor of Halls.

XC will introduce a resealable package use its wrappers to encourage consumers to share the feeling of Ikikaeru with others. There will be messages on each individual candy wrapper to encourage consumers to share it with someone who needs to be refreshed. The XC bag will feature the message “Share Ikikaeru.” Each package will inspire the consumer to not only enjoy the candy for themselves, but also to share refreshment with someone else. This packaging will increase trial usage and make each individual wrapper meaningful. By promoting sharing, we communicate a unique feature of many hard can-dies. Unlike gummies and chocolate bars, many hard candy brands package their candies individually, permitting shareability.

Halls will introduce a resealable package for easier consumption and transportation.

PACKAGING

We will air a TV commercial to launch the Halls side of the Ikikaeru Campaign in early spring. The commercial will feature the actress Satomi Ishihara and comically display a nostalgic classroom scene. By using TV as our communication medium at the beginning of the campaign, we can effectively introduce our brand position of revival to a large number of our target audience.

TELEVISION

Press Release:

FOR IMMEDIATE RELEASE

XYLICRYSTAL AND HALLS TO HOLD TWO-DAY ONSEN EVENT FOR TOTAL RELAXATION

Event will promote revival in Xylicrystal and Halls themed traditional Japanese hot springs.

TOKYO, JAPAN (Winter) – Xylicrystal and Halls will host a weekend event for men and women to indulge themselves in the Tokyo Odaiba Oe-do-Onsen-Monogatari on 9.10/12/16.

The event will take place on Saturday and Sunday and from 3:00pm to 9:00pm. It will provide attendees with the unique experience of bathing in Xylicrystal and Halls inspired hot springs.

This rare bathing opportunity will include one tub that will provide the same refreshing experience that Halls provides by bathing in a menthol hot spring. The three other tubs will be themed after different Xylicrystal flavors: Milk Mint, Grape and our limited-edition Ginger Honey flavor. Xylicrystal will also be handing out their limited-edition Ginger Honey bath bombs to take relaxation to the next level for attendees.

Men and women will bathe together in each tub, but they will be required to wear swimsuits while doing so.

Xylicrystal and Halls have the shared goal of offering a relieving experience of pure pleasure for those who have had busy, tiring weeks and need a weekend of “Ikikaeru” to revive themselves.

“We want to give the gift of complete rejuvenation to onsen-goers while also allowing them to experience Xylicrystal and Halls in a totally new way,” says Mondelēz marketing director, Yoji Kawanabe. “I can’t think of a better way to completely indulge in our flavors.”

Attendees can share their revitalizing time in the different hot springs by posting pictures to Facebook, Twitter or Instagram and using the hashtag: #amazing.

###ABOUT THE COMPANY: Mondelēz is an American multinational confectionery, food and beverage company that includes the brands Halls and Xylicrystal. Mondelēz Japan used to be known as Japan Kraft foods but changed its name in 2013. Their aim to help consumers, suppliers and local communities spend everyday full of joy.

プレスリリース:

モンデリーズが２日間限定の「癒しのあめージング温泉」イベントを開催

キシリクリスタルとホールズをテーマにした温泉で「生きかえる」を体感していただけます。

　東京 ー モンデリーズ・ジャパンは12月9日（土）、12月10日（日）に東京お台場にある大江戸温泉物語にて、キシリクリスタルとホールズをテーマに、男性女性を問わず皆様にお楽しみいただける週末限定イベント、「癒しのあめージング温泉」を開催いたします。

　当イベントは土曜日、日曜日の15:00〜21:00の実施となり、また水着を着用の上参加して頂くことで皆様ご一緒にお楽しみいただけるものとなっております。

　お客様には、キシリクリスタルとホールズの様々な味をテーマにした特別な温泉に入るユニークな体験をしていただきます。温泉は計５種類、ホールズの爽快な味をイメージしたメンソールの香りのお風呂、キシリクリスタルの遊び心溢れる味わいをイメージしたミルク、ミント、グレープのお風呂、そして期間限定のハニージンジャーの香りのお風呂をご用意いたしました。また、ご来場頂いた方にはもれなく期間限定フレーバーのハニージンジャーの入浴剤をプレゼントいたします。ハニージンジャーの優しい香りで、ご家庭でもリラクゼーションをお楽しみください。

　キシリクリスタルとホールズはこのイベントを通じ、忙しい毎日にお疲れの皆様にも「生きかえる〜」と 思っていただけるような癒しの週末をお届けしたいと考えております。モンデリーズ・ジャパンのマーケティング部長である川鍋洋治は「私どもはこの期間限定の温泉に来ていただいたすべてのお客様に最高の癒しをお届けするとともに、キシリクリスタルとホールズの全く新しい楽しみ方もご紹介したいと考えております。実際に温泉に浸かっていただくことで、キャンディのフレーバーを全身で体感していただけると思います。」と述べています。

　また当イベントは会場全体にて写真撮影が可能となっております。是非温泉での癒しのひとときを写真に収め、ハッシュタグ「＃あめージング」とともにフェイスブックやツイッター、インスタグラムでシェアしていただきたいと思います。

【モンデリーズ・ジャパン株式会社について】モンデリーズ・ジャパン株式会社（本社：東京都品川区、代表取締役社長：リアン・カッツ）は165カ国で親しまれる多国籍のお菓子会社の日本支社です。1960年に事業をスタートし、半世紀以上に渡り日本の市場で愛されるブランドを送りだしてきました。日本市場に照準を合わせた、革新的な製品開発力、優れたマーケティングでイノベーションに取り組み、市場規模が縮小傾向にある菓子業界においてシェアを伸ばし続け、ガム事業においては国内第2位のポジションを占めています。

1. VCM (Halls) - all year roundHalls will launch a TV commercial during the first week of April 2017, featuring Satomi Ishihara encouraging “weekday warriors” in the beginning of the new fiscal year.2. Digital - Candy Crush (XC) – all year roundThe new booster option, XC Revival will be available in Candy Crush on April 1, 2017 and will be sustained until March 2018.3. Digital - LINE Stickers (Both) – all year round (change the design relevant to season)Usamaru Line stickers will be released on April 1, 2017 and their design will be changed relevant to the season in July, October and January.4. Sharing - messages (XC) - all year roundXC will have unique messages on the wrapper begining April 2017 and this new design will be sustained until March 2018 and potentially renewed for the next year.5. Social Media – SNS (Both)Both XC and Halls will post a series of ads on Twitter, Facebook and Instagram from April 2017 onwards.6. Point-of-Purchase (Halls) – summerHalls will have a POP display in several supermarkets and drugstores from June marking the early summer and will end in September as the season changes to autumn.7. OOH (XC) – AugustXC will launch a new campaign in Shibuya 109 on the first weekend of August 2017. This weekend event will be open to bystanders of all age groups.8. OOH (Halls) - AugustHalls branded train cars will appear the first week of August 2017.9. Social Media (Halls) – autumn to springHalls will have an multiple one-day events in which Satomi Ishihara gives out Halls candies to businessmen in various office buildings around Tokyo in Septem-ber 2017. These events will be recorded and the videos shown on YouTube throughout the year.10. Point-of-purchase (XC) – winterThe bath bombs will be available in supermarkets, drugstores, and the Lush stores in November.11. PR event (Both) – Onsen, December 9th, 10thThe PR event for two brands will be held in December 10th and 11th in Oedo Osen Monogatari (Odaiba, Tokyo).

MEDIA PLAN

One hot summer day, Kenji gets on the early morning train for work. Lucky for him, he happens to get on the cool and refreshing Halls train. The vents blow cool air, the floor below him is iced over and the windows are coated with conden-sation. He feels as if he has stepped into a winter wonderland.

He opens his phone to play his favorite game, Candy Crush. He notices that a new booster called XC Revival is available. Excited, he unlocks the new booster and becomes delighted when his player is revived with extra lives.

Per his usual routine, Kenji picks up breakfast at Lawson on his commute. Kenji notices that if he buys a bag of XC he gets free stickers on his favorite SNS app, Line. He decides to try them and scans the QR code on the packaging to access the stickers. He quickly messages his friends on Line about the revival feature he discovered on Candy Crush and his unique experience on the train. He uses the new stickers when communicating with his friends to illustrate the refreshment he has just received. Each sticker features one of his favorite characters, Usamaru, enjoying refreshment in different ways.

Kenji goes about his regular day at the office but he gets an unexpected surprise after lunch. Satomi Ishihara comes to the office, passing out some much needed relief in the form of Halls candy. This revitalizes Kenji and his co-workers, helping them to quickly get back to work.

After his exciting day at the office, Kenji returns to the train for his commute back home. He checks his Twitter feed and sees that Halls and XC are hosting an event this upcoming weekend. They're taking over some local hot springs and mak-ing Halls and XC themed tubs!

Kenji attends the event and leaves feeling completely refreshed. Relaxed and rejuvenated from his hard week, he receives a free bath bomb shaped like a XC candy so that he can continue this feeling in his own home.

CONSUMERJOURNEY

The goal of the Ikikaeru Campaign is to stimulate demand for hand candy and position Halls and XC as unique and essential brands for our target market. A successful campaign will achieve the following:

SalesA successful campaign will see consistent shelving and inventory turnover in all major distribution channels. By curating a strong consumer relationship with white-collar workers, we can expect an increase in sales volume for Halls in convenience stores. A stronger relationship with the female target audience will yield higher turnover for XC in supermarkets and drug stores. Maintaining this relationship and building brand loyalty will ensure continued sales success.

SharingXC’s redesigned zip packaging will allow for increased mobility and more opportunities to share the candy. We hope that consumers take advantage of the convenient individual packaging to share the candy with others. To encourage sharing, we have added short taglines that encourage the spreading of revival by giving someone a XC.

Digital MediaLine Stickers: With 62 million active users in Japan, Line represents a large opportunity to spread our brand message. The use of QR codes on XC and Halls packaging to unlock stickers will be reusable and shareable. This is because we want as many consumers utilizing the stickers as possible. Each time a sticker is used, we reinforce the position that our brands are refreshing and revitalizing.

Social MediaA successful campaign will drive traffic to our Line account, increasing engagement and providing a platform for continued communication. Creating Facebook, Instagram and Twitter accounts for XC and remaining active on Halls’ social media will be essential to further reach our target. Branded and user-generated content will drive much needed traffic to the brands’ SNS.

CAMPAIGN EVALUATIONCandy Crush: Consumers will directly associate XC with revival due to the candy’s feature in Candy Crush. As a popular app amongst our target, Candy Crush will exponentially increase campaign awareness.

OOHHalls Train: Making one car on the Yamanote Line Halls-themed will yield approximately 48,000 impressions per day based solely on the people who will ride inside of the train car. With a daily ridership of 3.7 million, this tactic could yield millions of views each day from people using the Yamanote Line. Expanding the Halls Train to other lines will increase our impressions relative to the popularity of the line.

Xylicrystal Refreshment Stand: Placing this event at Shibuya 109, near the busiest crosswalk in the world and close to the fourth most popular station in all of Tokyo, will yield over 500,000 impressions per day. Social media sharing will increase this number exponentially.

PR EventOnsen Event: With 10,000 attendants and coverage by local media, the Onsen Event aims to achieve over 100,000 impressions. The impressions will be especially impactful because they offer a clear example of the relaxation associated with XC and Halls.

Point of PurchaseXC Bath Bomb: The goal of the bath bomb consists of two parts. First, it increases sales volume for XC and offers a platform for a successful seasonal product launch. Second, it reinforces the message that the brand offers relaxation and revival. We expect consumers to share the bath bomb on social media.

CONCLUSIONThe Ikikaeru Campaign was created to revive the demand for hard candy and establish a stronger market for Halls and XC. We position the brands as the quick relief and revival necessary for the wellbeing of our target consumer. Our strategy reflects this positioning, enforcing the uniquely refreshing flavors associated with the brands.