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The Grand Prize for the 14th Japan Marketing Awards went to "Super Dry Innovative Marketing."
The Japan Marketing Association (JMA) held the award ceremony for the 14th Japan Marketing Awards (Selection Committee Chair: Kuniyuki Maki, Executive Officer in charge of Media Business at Nikkei Inc.) on June 16.
This year, the 14th edition, saw 131 projects entered—exceeding last year's number—despite economic activity being constrained by the impact of the COVID-19 pandemic, which has lasted for three years. From these entries, one Grand Prix, one Runner-up Grand Prix, five Encouragement Awards, and three Regional Awards were selected.
The Grand Prize was awarded to Asahi Breweries' "Super Dry Innovative Marketing ~New Beer Consumption Value in the With-Corona Era~." It was highly praised for its remarkable achievements in impact, uniqueness, and brand consolidation. This included the speed with which it anticipated the growing demand for home drinking during the pandemic and promptly launched online drinking parties; the introduction of a new product featuring the innovative idea and functionality of the draft beer can; and measures to revitalize the beer market.
The Runner-up Grand Prize went to Kao's "KATE 'no more rules.' Purpose Branding." Amidst waning interest in cosmetics due to mask-wearing and remote work during the pandemic, this initiative grasped consumers' fundamental need to not give up on self-expression. It achieved brand creation under the purpose "no more rules," earning recognition as a project rivalling the Grand Prize winner.
The Japan Marketing Awards were established in 2007 with the aim of encouraging activities that contribute to improving consumer lives and revitalizing the economy and society by actively promoting the development of new marketing and communication methods and business models within organizations such as companies, municipalities, and associations, even in a challenging economic environment. This year marks the 14th ceremony since the first awards were held in 2009.
■Details on the 14th Japan Marketing Awards can be found here.
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