Campaign Diaries
Deciphering the ‘Moments You Want to Eat’ with Morinaga Ramune and TimeTree – A Challenge for Acquiring CEP Linked to the Calendar
Source: https://www.advertimes.com/20260731/article551583/
Goal: To enhance brand recognition and purchase intent by associating the product with specific occasions.
Claim: Recommended snack when you want to concentrate.
Media: Digital advertising through calendar integration
Summary: Morinaga has collaborated with TimeTree to leverage calendar data for targeted advertising of their Ramune candy. By focusing on the context in which consumers eat the product, they repositioned it as a snack for concentration during study times, specifically targeting students preparing for exams. A month-long advertising campaign led to an increase in purchase intention and recognition, establishing Morinaga Ramune as a top choice among snack brands for focus.
Campaign Diaries
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