MARKETING MIX: Turning Japanese, CDP-style

If you had the misfortune to wander through London’s Soho Square last Wednesday morning, you might well have seen ad agency CDP limbering up for a hard day’s work Japanese-style.

If you had the misfortune to wander through London’s Soho Square

last Wednesday morning, you might well have seen ad agency CDP limbering

up for a hard day’s work Japanese-style.



The effort was in aid of the agency’s latest project - the launch of the

Japanese health energy drink, Lipovitan. While the CDP staffers flexed

their muscles, a giant inflatable Lipovitan can lurked in the background

and gold-clad Japanese people handed out free samples.



CDP’s exercise routine comes highly recommended by its Japanese owners,

Dentsu, as does Lipovitan itself.



In fact, CDP gave integration new meaning by arranging everything from

VAT registration and distribution to sampling - and they even squeezed

in a bit of advertising as well. Far be it from Mix to dampen the

spirits of the Soho Square stalwarts - but didn’t you read about the

Japanese ad executive who recently died of overwork?