Kirin Beverage Company: Kissing Package

This case study describes a collaboration between Kirin, a drinks company, and Glico, a confectionery company, to increase sales of a pairing of their products in Japan.

Agency: DentsuCountry: Japan

Background & campaign strategy

We launched two new products with the "Kissing Package".

"Kirin Afternoon Tea" and "Glico Pocky" are popular brands in Japan. But bottled tea and chocolate markets tend to shrink. They need a big event. For a breakthrough, they decided to join hands and start a product development project.

Normally tea and chocolate are placed on different counters in the store. It is difficult to make people buy both and have them together. So we tried to encourage people to buy both of them by developing new products. These products would...

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