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!"
Released: 11 March 2009
Coca-Cola "Max" by Tugboat Japan
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.
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Credits
Project name Georgia Max CoffeeClientRyotaro Yao, Assistant Manager Communications / Creative Excellence, Coca Cola (Japan) Brief 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 agencyTUGBOAT, GT incCopywriter Koji Kanzaki
Art director Kengo Kato / TUGBOATExecutive creative director David Elsworth/ Coca-Cola (japan) Company, Ltd.Creative director Tohru Tanaka Planner (creative agency) N/AMedia agencyPSJ CorporationMedia planner TUGBOATExposure February 09, Toilets of Major ski resort in Japan
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