Gari Gari Kun: Ojigi

Credits & Description:

Brand: Ice Pops “Garigarikun”
Advertiser: Akagi Nyugyo Co.,Ltd.
Agency: Dentsu Inc., Osaka/
Garigarikun Production Co.,Ltd, Tokyo
Creative Director: Masayuki Furukawa
Copywriter: Masayuki Furukawa/Taizo Hirose/Tomoki Kobori
Account Executive: Hiroyuki Watanabe/Tsutomu Yokoyama/Koudai Matsuzaki
Film Production Company: Harukikakutokyo Co.,Ltd., Tokyo
Director: Kouhei Yamaguchi
Cinematographer: Naoki Imoto
Film Producer: Hiroyuki Ishikawa
Production Manager: Takuya Ichikawa/Yuki Uenishi
Grip: Tomoya Kamata
Post-Production Company: Image Studio 109, Inc, Tokyo
Editor: Saki Ishii/Yuta Sato
Colorist: Naotaka Takahashi
Mixer: Temujin Shimizu
Music Composer: Wataru Takada
Lyricist: Takashi Arima
Graphic Company: Monolith,Inc., Osaka
Photographer: Yoshiyuki Obuchi
Retoucher2: Kiyofumi Kondo
Designer2: Takashi Mizue/Teppei Kanda
Art Director: Norikazu Omatsu
Company Entering: Dentsu Inc., Osaka
Campaign Summary:
The Price Of Gari Gari Kun Ice Cream Bars Has Been Raised By 10 Cents, The First Increase In 25 Years. The Company Wanted The 10 Cent Price Rise To Be Accepted Positively, And To Increase The Number Of Gari Gari Kun Fans. It Did So With Its “Ojigi” Television Commercial, In Which The Chair, President, And Company Employees Sincerely Apologized For Raising The Price. As A Result Of The Commercial Product Sales, Which Had Been Forecast To Fall By 20% To 30%, Actually Rose By 10%.
The Brief:
Gari Gari Kun Ice Cream Bars Are A National Favorite. The Company Resisted Raising Prices For 25 Years Because Children Used Their Own Allowances To Buy Gari Gari Kun. In Order To Avoid Losing Fans Due To The Price Increase, The Company Decided To Go With Honesty. The Commercial, In Which The Chair, President, And Employees Apologized For Raising Gari Gari Kuns Price By Just 10 Cents, Created New Fans, Starting A Swell Of Support And Boosting Sales By 10%.
The Strategy:
・Target Audience As An Ice Pop With Sales Of More Than 400 Million Units Per Year, All Demographics Are Targeted ・Target Media Television Commercial (Total Of 3 Times Over A Period Of 2 Days), Newspaper Advertisement (Advertised Once In One Newspaper). In Other Words, This Campaign Took Place With An Extremely Limited Amount Of Mass Advertising. ・Pr Planning An Advertising Budget For Activities Other Than The Abovementioned Could Not Be Secured. Also, Considering The Contents Of The Advertising, It Was Thought That The Budget Should Actually Be As Minimal As Possible. Measures To Spread The Advertising Were Intentionally Avoided. (In Fact, This Had Left An Impression Of Honesty And Directness, Becoming A Topic Of Conversation With Widespread Notoriety, Resulting In The Acquisition Of A Strong And Positive Impression) ・Approach Through Honestly Stating A Price Increase, Then Sincerely “Apologizing”, The Acceptance Of The Price Increase, Desire To Buy This Product, Positive Impression Toward This Company And The Gracefulness Of This “Apology” Have All Been Brought Together."
The Execution:
Few Companies Use Tv Commercials To Showcase Price Hikes, Which Are Seen In A Negative Light By Consumers. However, The Company Decided That Fans Would Appreciate Honesty. The Results Have Shown That Their Belief Was Well-Founded.
The Result:
Sales Rose By 10% Over The Previous Year. More Than 90% Of Social Network Users Had Positive Reactions. There Were 1.46 Million Plays (In 2 Weeks) And Roughly 10,000 “Likes.” Comments Included “The Price Until Now Has Been Too Low. Thank You” “Ill Still Buy It Even If The Price Goes Up” “You Could Even Raise The Price 40 Yen" And “Theres Nothing To Apologize For” The Simple And Powerful Creativity Shown Through The Honest And Graceful Act Of Apologizing Met With Praise, Such As “Only Japanese Company Would Apologize For A Price Increase!” On Social Networks In China And In Newspapers In Malaysia, Italy, Brazil And All Around The World. It Was Even Featured On The Front Page Of The New York Times