Campaign Diaries
NOPE’s Focus Was Indeed Sharp: The True Nature of ‘Guilty Consumption’ Revealed by Research
Source: https://www.advertimes.com/20260724/article551649/
Goal: To address the decline in carbonated drink consumption among the youth
Claim: Indulge in what you desire
Media: Television
Summary: Suntory's carbonated drink 'Guilty Carbonated NOPE' has gained significant attention for catering to the trend of 'guilty consumption,' where consumers indulge in their desires even while being conscious of calories and sugar. The product has achieved sales of 55 million bottles within 50 days of its launch. A survey by Macromill found that while only 24.6% are aware of 'guilty consumption,' over half have practiced it, highlighting a desire for 'liberation' and 'refreshment.' The campaign emphasizes stress relief through indulgence, appealing to young consumers with its high sweetness and over 99 flavors.
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