Coca-Cola "Max" by Tugboat Japan

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Tugboat, the independent Japanese agency, has decked out toilet cubicles to resemble ski slopes in a bid to promote the Coca-Cola-owned energy drink Max.

The campaign, which aims to promote the extra sweet coffee drink amongst extreme sports enthusiasts, transforms the toilet cubicle so that the person sitting on the loo feels as though they are the top of a dramatic ski jump.

In order to target its key audience, Tugboat transformed the toilets of a number of major ski resorts, with branding on the toilet holder reading: "Seriously kick-ass intensely sweet for the real coffee super zinging unstoppable Max! Taste-explosion!"

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Released: 11 March 2009

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Project name
Georgia Max Coffee

Ryotaro Yao, Assistant Manager Communications / Creative Excellence, Coca Cola (Japan)

The brand is an extra sweet coffee drink made to boost energy. Popular kind among extreme sports kids. The objective of the campaign was to maximize the presence in winter market.

Creative agency

Koji Kanzaki

Art director
Kengo Kato / TUGBOAT

Executive creative director

David Elsworth/ Coca-Cola (japan) Company, Ltd.

Creative director
Tohru Tanaka

Planner (creative agency)


Media agency
PSJ Corporation

Media planner

February 09, Toilets of Major ski resort in Japan

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