PROJECT

KOIKEYA PRIDE POTATO

YEAR

2017

CLIENT

Koikeya

OVERVIEW

The High School Sumo Tournament, a traditional tournament that lasts over 100 years. Along with appealing to the 101st Kanazawa Convention, a promotion to convey the attractiveness of sumo wrestling to younger generations, the newspaper. As well as being cool, good looking and realistic, the focus is on the target’s mind, as well as the accuracy and beauty of all 82 hands, as well as the serious expressions of effort. In addition to the talkative idea that a beautiful high school girl takes a sumo wrestling, it is adding a direction that includes a respect for sacred national arts. A high school girl’s unrelenting teamwork called a topic, and immediately after its release it was featured on an news program in the morning, and it was featured in a large number of media and a work that garnered a worldwide advertising award.


PROJECT

KOIKEYA PRIDE POTATO

YEAR

2017

CLIENT

湖池屋

OVERVIEW

ポテトチップス市場が減少傾向にある中、コーポレートブランドを統合した湖池屋が企業ロゴも一新し、原点に立ち返り発売したポテトチップス「KOIKEYA PRIDE POTATO」を発売。発売当初の販売計画を大幅に上回り、十分な供給量を確保できないことを理由に出荷停止となるほどの、大きな反響を集めた。あえての高級路線に挑み、ポテトチップス業界の常識を覆したプライドポテト「現代における最高においしいポテトチップスを作ろうという思い」で総力を上げて開発した商品であり、そのコンセプトは「ワンランク上の贅沢」。原材料のじゃがいもは国産のじゃがいもを100%使用。従来のポテトチップスにはなかったパッケージデザインは他社との差別化を計算し、店頭で一度は手に取りたくなる商品として売り上げに貢献した。