Renewal project for the 5th anniversary of the ‘RAIZIN’ brand, the sparkling drink born and produced in Japan. The first action taken was to change the target customers from the current typical target market for energy drinks, and start afresh as a new type of drink for “people who have graduated from” energy drinks that provide substantial energy boost. This meant the target shifted from a wide group of people comprised of teenagers up to people in their twenties who like street culture and extreme sports, to smart and creative business people in their thirties and forties conscious of work-life balance.
185 ml size pack smaller than a familiar 250 ml allows for the product to be more portable as well as drinkable in one gulp, making it feel like a ‘reset button’ during work breaks, more refreshing than coffee or a mint. Instead of the prior easy-to-drink flavour that emphasized sweetness, two flavours one of which is a strong “DRY” taste and the other a “MILD” clean and sweet taste were adopted, and were both packaged in a white can showing a polygon chart indicating “taste” and “stimulus”.
Elements on the packaging is kept to a minimum but the brightly coloured polygon is highly apparent and recognizable. This concept showcasing the polygon shapes was pushed in many forms such as posters, billboards, etc., trimming away any unnecessary information and keeping the campaign very simple.
Keeping in mind the interaction between RAIZIN and the target consumers, various communication tools that will enhance the recognition of the brand, were designed. For instance, original glasses intended for use in restaurants and parties were specially designed, each was hand made by Sugahara glass artisans. The shapes are made up of a combination of several polygons, and the unique polygon that is on the product packaging is filled out in the colour white and the name “RAIZIN” printed in white would show up on the base of the emptied glass.
Coasters designed in conjunction with the glasses are also polygon shaped, as were the cards to put on the edge of the glass were prepared separately for buffet parties where coasters cannot be used. Furthermore, paper bags that fits one drink can was developed for handing out free sample cans on the street. The bags were designed not only from the viewpoint of the easiness to carry, but also to make one feel that they would want to carry it around, and to create a more special mood instead of handing out just the cans on their own. In addition, a plan that is designed so the polygon can become a part of our daily lives in various scenes, items that will naturally fit into an office environment are also in the pipeline to be developed, for instance, paper clips and sticky notes using polygons as motifs, and clear files that show the shape of a polygon when the documents inside are taken out.
Advertisments / Campaign
The TV commercials were produced based on the theme “Loop”, to reflect the product’s ability to mentally refresh through “stimulation”, and its ability to fine-tune the rhythm of daily life. 22 second videos that are joined at the beginning and the end that could be replayed infinitely were made, and by changing the cut-out point of the 15 seconds, 3 different TV commercials were made. A sense of oddity was borne out of these commercials that are similar but slightly different, or finish off at odd timings.
The video also portrayed “stimulation” by the performance of “Precision Walking” starting under a normal everyday situation and at the same time a sense of discomfort from “mysterious” actions abruptly starting. The movement of each individual was created by motion capturing the actual performance by experts of competitive “Precision Walking”. The motion was expressed by using CG which creates a sense of oddity, for the purpose of making audiences curious about the CM to be aired in the future. A dedicated app was developed for consumers to participate in the campaign by waving the polygon at the TV commercial or magazine advertisement, or by importing sound of the radio commercial. As another customer touchpoint, a digital clock for the website was also designed. Visual communication does not give out an impression as your “typical clock” or a “typical product campaign”, by using the corners of the polygon to indicate the “hour”, “minute”, “second” so the polygon is constantly changing its appearance.