Thermos: The Beauty of Temperature

Beverage and food container brand Thermos challenged conventional advertising in Japan by creating authentic branded content to illustrate the importance of the perfect temperature, thereby increasing brand awareness and growing market share.

Campaign details

Brand: ThermosBrand owner: ThermosLead agency: McCann Worldgroup JapanCountry: JapanIndustries: SundriesMedia channels: Cinema, Content marketing, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & micrositesBudget: 5 - 10 million

Executive summary

This is about how Thermos, a beverage and food container brand in Japan, challenged conventional advertising by creating authentic branded content in the form of seven mini docu-series, all relevant to the seasonal changes in Japan, to celebrate both the beauty of temperature and Japanese culture.

Temperatures and seasonal changes have been deep...

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