The multimedia campaign, which has launched on television, online and outdoor, will be Ogilvy’s first public work for the brand since replacing Hakuhodo as agency of record in September.
Media planning and buying for the campaign was handled by Dentsu.
Media planning and buying for the campaign was handled by Dentsu.
John Goodman, president of Ogilvy Japan, explained that the campaign, ‘Mental resort’, was designed to portray Sokenbicha’s ability to unlock a sense of freedom and well-being.
The two TV spots feature a troupe of four well-known Japanese actresses in different natural settings.
In one, the white-clad women follow a jungle trail that opens onto a white sandy beach where they proceed to play, dance and swim in a carefree manner, refreshing themselves with Sokenbicha.
The second spot opens with the group at a waterfall, where one member releases a blue butterfly into the air.
The butterfly leads the women to a meadow and a beach, where they enjoy an idyllic stroll and drink Sokenbicha.
The theme song, which lists the tea’s ingredients and is widely recognised in Japan, plays throughout the spots. Both close with a floral Sokenbicha motif.
The campaign’s print advertising features two images in a forest setting, one with a woman bathing against the backdrop of a waterfall, the other with the actresses from the TV spots together in a lake with a waterfall in the background. A third poster advertises a competition to win a celebrity-designed tote bag, and bears a QR code which links to a related website.
Goodman was unable to comment on the content of the online component.
Goodman said the advertising would appeal on an emotional level to its target audience of women aged 20 to 40, noting that many Japanese beverage campaigns relied on hard-hitting images and blatant celebrity endorsement.
He explained that although the featured actresses were famous, their celebrity was not at the heart of the campaign. “Celebrities are sometimes used in place of an idea,” he said. “Their use can be effective, but it depends how well they are integrated into the message.”
Sokenbicha, which literally means ‘refreshing healthy beautiful tea’, is Japan’s leading tea brand and Coca-Cola’s second biggest overall brand in the market.
Coca-Cola has five tea brands in Japan, a market where tea outsells carbonated drinks.
Goodman said that while the overall aim of Sokenbicha’s campaign was to maintain market leadership and drive sales, it would also revitalise the brand.
“With so many brand extensions in Japan, maintaining the strength of established brands is difficult,” he said. “It’s important to refresh these regularly to keep them top-of-mind.”
