INNOVATION PORTAL 2010

TOLERANCE TESTER

admin — Wed, 26 May 2010 16:53:36 +0000

INFO: : That “one drink too many” may be a thing of the past with the advent of genetic kits designed to test one’s tolerance level for alcohol. Hymena’s Alcohol Genotype Kit lets test-takers know whether they are a “heavy, moderate or light drinker” based on the rate at which acetaldehyde, taken from a scraped cheek sample, breaks down. Genetic test results are sent back within ten days – and users get a certified card to show their level.

SO WHAT? A scientific excuse for avoiding social/work obligations that involve alcohol are likely to be popular with young consumers looking for more reasons not to drink.

INNOVATION: Awareness of one’s drinking capacity will be a point of interest to many drinkers and information like this could also be used as a tool for companies to push their drinks: Suntory, for example, could leverage kits like these for its specifically low alcohol content drink Horoyoi.

DETAILS:Manufacturer: Hymena & Co.; Brand: Hymena’s Alcohol Genotype Kit; Price: JPY9,450; Release: October 2009. www.hymena.jp

SELF-CLEANING CONFETTI

admin — Wed, 26 May 2010 16:48:34 +0000

INFO: : After the fun of confetti inevitably comes the clean-up. Nihon Screen Shokai has found a way to circumvent this problem with “10-Second Dissolving Confetti”: the confetti is soluble, meaning it dissolves in water through the aid of its starch-hardened powdery pulp. The mess can then be be washed away naturally by rain or with a hose. This product release addresses issues of red confetti not dissolving properly by using an innovative type of red ink that is fully soluble.

SO WHAT? Confetti has been banned by many places, and this innovation puts it back into the ritual of celebrations.

INNOVATION: Dissolvable paper has plenty of new applications including more eco-style FMCG packaging and wrapping.

DETAILS:Manufacturer: Nihon Screen Shokai; Brand: 10 Second Dissolving Confetti; Price: JPY494; Size: 20g. www.j-screen.com

VACCINE DELIVERY PATCH

admin — Wed, 26 May 2010 16:44:20 +0000

INFO: Researchers have made progress with the latest form of pain-free vaccine patches. Two types of patches exist: one patch consists of super-tiny needles which dissolve once they touch the skin. The other option relies on tiny bumps that release the vaccine prior to reaching the layer where skin feels pain. Developers include Kanji Takada from Kyoto Pharmaceutical University and researchers at the University of Queensland.

SO WHAT? Needles are a common fear of kids and adults alike. This innovation bypasses that unpleasant, painful moment.

INNOVATION: Pain-free patches provide effective delivery systems, and could provide more immediate ways of delivering energy in the form of caffeine, tobacco, alcohol or even beauty such as pure vitamins to enhance ‘beauty within’.

DETAILS: Developer: Mark Kendle at Queensland University; Size: uses 100 times less vaccine, 2 minutes. http://bit.ly/bwWe4a Developer: Kanji Takada at Kyoto Pharmaceautical University; Size: 1.5 cm in diameter, 300 micro needles. http://bit.ly/c4Alrw

FACE DIAMONDS

admin — Wed, 26 May 2010 16:40:21 +0000

INFO: Leanani 50CT Jewel Powder is a finishing make-up powder manufactured from real gemstones. The jewels include diamonds, emeralds, sapphires, gold, silver, platinum and pearl – meant to make skin shiny and sparkling. The product doubles as SPF50, making it practical as well. A small mirror and powder puff are included to make it portable and convenient on the go.

SO WHAT? Consumers value jewels due to their premium and rarity aspects and in turn are more likely to perceive this product as being more valuable than it potentially is.

INNOVATION: CLeanani Jewel Powder contains sunblock. This adds a very practical element and thus becomes justifiable to consumers looking for an extra ‘reason’ to purchase an item that otherwise they might think of as luxurious.

DETAILS:Manufacturer: United FBS; Price: JPY3,780; Size: 8g; Release: April 2010. www.united-fbs.com/products.htm

BUY, DRINK, WALK

admin — Wed, 26 May 2010 15:29:31 +0000

INFO: Kao is urging people to take up walking with its latest campaign promoting Healthya beverages. The “Healthya Walking Campaign” suggests that 10,000 steps (about 8 km) per day is the ideal amount for people to stay fit, but according to Kao’s research most people are still 3,000-4,000 steps short each day. Thus users can announce how far they have walked each day on Healthya’s Twitter page. An interactive character on the brand website called “Water-kun” is shown walking across Japan; he walks a certain amount of steps each time a user inputs his or her daily amount. Water-kun has already “walked” Japan six times.

SO WHAT? This real-time campaign cleverly integrates consuming Healthya and walking by fitting into people’s daily lifestyles.

INNOVATION: Consumers love to boast about how much exercise they have done. This website takes that insight and provides a forum for that release.

DETAILS: Manufacturer: Kao Corporation; Release: April 12 to July 12, 2010. www.kao.co.jp/healthya/

MYSTERIOUS MARKETING

admin — Wed, 26 May 2010 15:25:16 +0000

INFO: When a “mystery product” arrived on store shelves, it piqued consumer interest because the brand name of the shampoo and conditioner was unidentifiable. (It was later revealed to be P&G’s Pantene.) A trial on 224 women found that 88% would use the hair care items again – hence the temporary product name “Mystery 88”.

SO WHAT? This campaign forces consumers to take a look at the product and its ingredients, devoid of any brand associations. This gives consumers a refreshing perspective into the actual product and function. In the end, the product was well-known – which makes sense since the campaign was also widespread.

INNOVATION: Campaigns de-emphasizing the product name and producer are new. The mystery generates excitement and makes an old product seem new again.

DETAILS: Manufacturer: P&G; Brand: Pantene aka Mystery 88; Price: open; Size: 200ml, 500ml; Release: May 17, 2010. www.mystery88.jp

YOU’RE THE BOSS

admin — Wed, 26 May 2010 15:21:50 +0000

INFO: Forget celebs. Mobile companies are letting consumers be the star. Docomo’s ads of Darth Vader saying “Who is my boss?” have plastered Tokyo. By going to the listed URL, users are able to upload a picture to see their own faces on ads and receive voice messages from Darth Vader himself saying “You are not my boss”. Au by KDDI is doing a similar face-to-brand campaign by calling for submissions of user photos to be made into a giant mural for the sale of its “IS series” smart phones this summer. The 60-second ad will be played on the entertainment show “Music Lovers” on July 4.

SO WHAT? Both campaigns invite user participation through photos. By personifying its mobile phones, Docomo is suggesting that mobile phones can be just as close as our friends are. The au promotion is more simple, but still just as fun and inviting of consumer participation and interaction.

INNOVATION: Campaigns like these invite consumer participation and interaction and turn “cold” brands into “warm” friends.

DETAILS: NTT Docomo. www.docomo-1-1.jp/wimb
au by KDDI. www.millionplay.jp/

TWEETING SOCCER HOPE

admin — Wed, 26 May 2010 15:15:57 +0000

INFO: Nike is getting inspirational with its campaign focusing on soccer player Marcus Tulio Tanaka. The “Tulio Twitter Statue” campaign urges fans to “rewrite the future” with notes of inspiration posted on Twitter. Selected quotes are then engraved on a statue of Tulio to be featured in the Nike Harajuku store. A live camera featuring the blank statue block went online on May 19; from May 22 to June 24 the statue will be continuously updated with user quotes (live cam shots, left).

SO WHAT? Football is increasing in popularity among younger people in Japan and this campaign provides a convenient, digital outlet for a conversation between Nike and Tanaka fans.

INNOVATION: This campaign takes Twitter one step further by using it not as the main draw, but rather just another medium to achieve a goal – that is, consumer interaction and engagement.

DETAILS: Manufacturer: Nike; Location: Harajuku, Tokyo; Release: May 11 to June 24. http://nike.jp/football/future/

SNUFF STICKS

admin — Wed, 26 May 2010 15:10:19 +0000

INFO: Japan Tobacco’s latest product, the “smoke-free cigarette”, is actually more like a reinvention snuff for the Japanese audience, with whom chewing tobacco and snuff have not been popular. “Zero Style” is basically snuff in a tube, inhaled through the mouth like a cigarette, but without the smoke. The result is that it has been OK’d for use on JAL airplanes and other public areas: the smoker is no longer forced outside or to the smoking part of the restaurant.

SO WHAT? This non-combustible product addresses the problem of smokers who feel uncomfortable among non-smokers, or who struggle to find places to smoke in peace. The product has created a stir and sold out in many stores on the day of its release.

INNOVATION: Through “Zero Style,” JT claims that it is possible for non-smokers and smokers to ‘share life together’. Now transport companies are debating whether to prohibit people taking Zero Style into once smoke-prohibited places.

DETAILS: Manufacturer: Japan Tobacco Inc.; Brand: Zero Style; Price: JPY300; Size: 2 cartridges with a smoking kit, 4 refills per box; Release: May 17, 2010 in the Tokyo area. www.jti.co.jp

APES IN THEIR STRIDE

admin — Wed, 26 May 2010 15:05:43 +0000

INFO: Leading up to the Japan debut of Wrigley’s Stride Gum, 25 men dressed as monkeys and policemen ran around a packed Shinjuku. The fiasco lasted for hours – and was meant to generate gossip leading up to the debut of Wrigley’s Stride Gum in Japan on May 10. Why monkeys? The campaign commercial features popular actor Hiroki Narimiya as an ape, with the implication that the taste of Stride chewing gum lasts as long as it takes for mankind to evolve. A prize of 1 million yen will go to winners of a scavenger hunt throughout Tokyo looking for a monkey statue.

SO WHAT? The campaign objective is simple: provide buzz among consumers with a novel, light-hearted approach.

INNOVATION: The far-fetched connection between apes and chewing gum combine for a humorous campaign. Marketers have to think increasingly laterally to gain attention.

DETAILS: Manufacturer: Cadbury Japan; Brand: Stride; Price: JPY150; Size: All; Release: May 10, 2010. www.stride-gum.com/