#Japan #Tokyo #SAF #Cosmo Energy #TV Commercial

Cosmo Energy Holdings' SAF TV Commercial Triumphs

Cosmo Energy Holdings has recently announced a significant achievement: their television commercial centered around Sustainable Aviation Fuel (SAF) has been awarded the "Consumer-Moving CM Deployment" accolade at the BRAND OF THE YEAR 2025 awards organized by the CM Research Institute. This accolade recognizes outstanding advertising efforts that have successfully captured consumer interest and contributed to brand value.

The award-winning commercial, titled SAF no Oto (The Sound of SAF), which features popular actor Kento Kaku, was launched on April 4, 2025. The ad effectively communicates that SAF is derived from used cooking oil, underlining the message "New energy for everyone’s sky." This initiative not only aims to promote awareness about SAF but also highlights Cosmo Energy Group’s achievement as the first in Japan to mass-produce this innovative fuel.

Essence of the Award

The prestigious recognition of "Consumer-Moving CM Deployment" is awarded to advertisements that rank highly in the CM Research Institute's monthly CM Preference Surveys, conducted with a panel of 3,000 consumers. Out of a staggering 6,596 brands and 13,937 ads evaluated over the year, only 148 were selected for this honor. This shows the remarkable impact Cosmo’s SAF commercial has had on viewers, significantly contributing to the brand's performance.

In terms of advertising strategy, Cosmo Energy Holdings plans to continue using various communication channels, including television commercials, to further connect with the public and evoke a sense of satisfaction in their consumers, encapsulated by their slogan, "Filling your hearts, too."

About the Commercial

Title: SAF no Oto (30 seconds)

Launch Date: April 4, 2025

Featured Star: Kento Kaku

Message Copy: "New energy for everyone’s sky."

If you're interested in viewing the commercial, it's available on the Cosmo Energy website. Watch here!

What is BRAND OF THE YEAR 2025?

BRAND OF THE YEAR 2025 is a distinguished advertising award based on the annual results of the CM Preference Surveys conducted by the CM Research Institute. Ads are evaluated on consumer support and contributions to brand value. The category awarded to Cosmo Energy, "Consumer-Moving CM Deployment," represents ads that have significantly resonated with consumers, highlighting their effectiveness in influencing brand loyalty and business growth.

Survey Overview

• - Target: 2025 CM campaigns (Tokyo’s 5 major networks)
• - Brands Evaluated: 2,648 companies/6,596 brands/13,937 ads
• - Aggregation Period: November 2024 to October 2025 (October 20, 2024 – October 19, 2025)
• - Method: Monthly CM Preference Surveys conducted with a random sample of 3,000 individuals residing in Kanto, covering various demographics.

Cosmo Energy Group’s Commitment to SAF

Cosmo Energy Group's venture into SAF began in 2021 when they were selected for a subsidy program by NEDO (New Energy and Industrial Technology Development Organization) to develop a manufacturing supply chain model utilizing domestically sourced used cooking oil. As a result, they are the first in Japan to produce SAF on a large scale, with sustainable product certifications such as ISCC CORSIA and ISCC EU, ensuring verified environmental value.

Produced by a joint venture known as SAFFAIRE SKY ENERGY, which includes Cosmo Oil Co., Ltd., JGC Holdings Corporation, and Revo International, the SAF will be supplied to airlines through the Cosmo Energy Group beginning in FY 2025.

For more information on SAF, visit Cosmo’s special website: SAF Special Site

Learn more about NEDO: NEDO Website

Press Release from December 13, 2024: Press Release