OSU "You either have it or you don't" by Wonderhood

OSU, the apple cider vinegar owned by Mizkan, puts the spotlight on some of Japan's most stylish, older residents.

The energetic and colourful campaign stars Masuda Aiko, who is 95, 92-year-old Okino Tadashi and Hoshi Michiko, 93. Against an upbeat jazz track, the cast shows off their fashionable outfits and buoyant energy in locations such as a public garden and a suburban street. "You either have it or you don’t," a voiceover says at the end. 

The campaign aims to drive awareness of OSU’s premium product range, including its flavour, which the Great Taste Awards recently awarded a three-star rating – its highest accolade. Apple cider vinegar is often marketed on its health benefits, but the ad positions OSU as a modern, lifestyle brand that embraces its Japanese heritage and culture.

The work was created by Ads Dechaud and Phil Le Brun, and directed by Luc-Yan Picker through Cutters Studios. Bountiful Cow is the media agency. 


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