Thermos: Intense Temperatures

Thermos, a food and drink storage brand, increased sales in Japan with videos distributed through TV, cinema, digital and social media.

Campaign details

Brand: ThermosBrand owner: ThermosLead agency: McCann Worldgroup JapanCountry: JapanIndustries: SundriesMedia channels: Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Social media, TelevisionBudget: 5 - 10 million

Executive summary

This is the story of how Thermos defended its position by uncovering a cultural truth about Japan.

Thermos is a brand that makes special containers that keep drinks or food hot or cold. It was born in Germany but acquired by a Japanese company in 1989. Its foreign image made consumers perceive it as distant and it struggled against...

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