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Late 60fs: Rapid Growth
Postwar Japanfs phenomenal growth continues, accompanied by a growing demand for quality. Light delivers a simple yet sophisticated campaign focusing on the core benefits of the product, setting a new standard for Japanese advertising. |
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Late 70fs: A Giant Appears
Food product giant Ajinomoto makes an aggressive foray into the mayonnaise market.
Light shifts advertising focus, creating a vehicle to differentiate the brand and help Kewpie maintain market share, avoiding a potential crisis situation. |
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Early 80fs: Urban Stress
The population continues its shift to urban centers, with the mounting stress of city life upsetting peoplefs natural balance. Already established as the number one brand, Kewpie advertising again shifts gears to promote a restoration of balance rather than a specific product. |
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Late 90fs: Kewpie Half
Japanese are ever-more health conscious, with the majority of the population now understanding what it means to eat right. Light and Kewpie introduce a new product that tastes as good as the original with only half the calories, and no sense of compromise. |
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2002: Speed
Women today are busy getting busy. With less time to cook, many feel that fast food is the only alternative. Light has some good news... Salad is the fastest food. |
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2006FVegetables - Urban Supplement
People today are surrounded by computers, mobile phones, and other devices at work and home. From the time we wake up in the morning until we go to sleep at night, our time is broken up into predefined increments and our lives are lived in man-made spaces. Vegetables floating through the skies of New York serve as symbols reminding us that no matter how far urban life evolves, or how convenient it becomes, humans remain part of nature. |
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