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The 17th Japan Marketing Awards: Honoring Innovation

On January 1, 2024, the Japan Marketing Association proudly announced the winners of the 17th Japan Marketing Awards, celebrating remarkable marketing initiatives that have made significant impacts throughout the year. With a record total of 96 project nominations, the prestigious Grand Prix went to Asahi Beer for launching the world’s first chuhai with real lemon slices, named "Future Lemon Sour." This innovative beverage was recognized for its outstanding creativity, market impact, and ability to elevate consumer experiences.

Grand Prix Winner: Asahi Beer — Future Lemon Sour

Asahi Beer’s "Future Lemon Sour" is a groundbreaking Ready-to-Drink (RTD) beverage launched in June 2024. This unique drink features a full-open can design that showcases real lemon slices. With each opening, the lemon slices visually rise from the bottom of the can, captivating consumers and enhancing their tasting experience. This product transcends traditional RTD offerings by providing a sensory experience that engages taste, smell, and sight.

In the past, RTD selections were often differentiated by their ingredients such as fruit juice content and sweetness. However, "Future Lemon Sour" distinguishes itself through its pioneering inclusion of actual lemon slices, delivering a fresh and vibrant flavor profile. This shift moves consumer focus from mere product characteristics to experiential value, a key metric in today’s market.

To bring this innovative idea to life, Asahi Beer invested heavily in innovation across supply chains, quality assurance, and equipment development. Despite initial manufacturing constraints, they opted for a limited area release, which successfully heightened consumer demand. The result? Stores frequently sold out, even with this premium product priced significantly higher than average RTDs.

Other Notable Winners

Besides the Grand Prix, several projects received accolades including Junior Grand Prix and Encouragement awards.

Junior Grand Prix

• - MyNavi – Sitting Is Acceptable Project: Tackling the challenge of young workers standing all day in retail jobs, MyNavi developed the "MyNavi Byte Chair" promoting a more comfortable working environment.

Encouragement Awards Recipient Projects:

• - Kao Corporation — "Office Lorie" & "School Lorie": Efforts to normalize access to sanitary products in workplaces and schools.
• - Kirin Holdings — Electric Salt Spoon: A device enhancing flavor in reduced-sodium foods via electrical stimulation.
• - Shiseido Japan — Foundation Beauty Serum: Innovating makeup by combining skincare and foundation in a single product.
• - Grand Green Osaka Development: Focusing on urban development that harmonizes innovation and public green spaces.
• - Twinbird Rebranding Project: Revamping their brand to emphasize traditional craftsmanship while focusing on product usability.

Regional Awards

The Regional Awards celebrated initiatives aimed at local revitalization.

• - Balcika03 (Kansai Region): A dining space focused on serving middle-aged men, creating a community hub in Osaka.
• - Local Bamboo Inc. (Kyushu Region): Innovatively converting neglected bamboo forests into a culinary asset with their craft menma.
• - Hokuren Agricultural Cooperative (Hokkaido Region): An initiative promoting local dairy consumption through creative campaigns.

Conclusion

The 17th Japan Marketing Awards highlight a diverse range of marketing innovations that not only provided consumer satisfaction but also contributed to societal improvements and economic revitalization. These efforts exemplify how strategic marketing, when aligned with consumer needs, can foster substantial outcomes. The awards ceremony will take place on June 12, 2025, at the Shinagawa Prince Hotel, showcasing all nominated projects and celebrating their achievements in front of an illustrious audience across Japan.