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...