The Japanese haircare shampoo category was already a Red Ocean. And although the brand was a late-comer, success came from discovering a new target and developing a unique distribution channel to reach them. This also led to engaging men who had low interest in shampoo brands.

Copywriter + Planner : Kazuma Aoki (CHERRY) / Communication Director + PR Director + Planner : Shotaro Nieda (CHERRY) / Art Director : Shohei Okamoto (ADK) / Creative Director : Kenji Tamagawa (ADK)