Giving Lion a hand turning Japan’s #1 into NZ’s #1 RTD

Lion NZ / Hyoketsu
Hyoketsu is Japan’s #1 RTD, but had zero name recognition in NZ. Launching into an overcrowded, overly sweet RTD market, it needed a different angle.

Enter Thinkerbell’s national search for New Zealand’s #1 hand model to hold Japan’s #1 drink. A tongue-in-cheek campaign with influencer auditions, social content and a highly aesthetic rollout brought Japanese cool to Kiwi streets.

Every touchpoint was clean, crisp and minimalist, just like the drink.

With over 5.8M impressions and sell-outs in retail stores, the brand didn’t just launch, it arrived. The campaign also picked up 2x Silver Effies for effectiveness and creativity.

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