LION TOP "NANOX" Full Refund Trial Campaign
Lion is running a campaign for its top-selling laundry detergent "NANOX," offering a full refund if customers are not satisfied with its "odor stain removal" effect, accompanied by TV commercials. Marking the milestone of over 100 million units sold since launch, the campaign aims to encourage consumer trials around the consumption tax hike period. The "Concert MC" edition features brand ambassador Becky. On a stage resembling a real concert venue, Becky delivers a live MC performance. Accompanied by upbeat music, she announces the 100 million sales milestone and the money-back guarantee, prompting the audience to cheer while holding up white T-shirts. The result perfectly captures Becky's unique appeal as an active artist.
Preceding this campaign, a convenient large-capacity refill type for stockpiling and storage was launched. To promote awareness, the "President" TV commercial aired (until February 7th). Set during a press conference of a certain country's president, it humorously plays on the words "large capacity" and "president" to promote the new product.
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