Kikkoman Sojasauce: PR campaign

/ Empty bottle – full success.

The situation / 

Kikkoman Naturally Brewed Soy Sauce in the traditional bottle is the world market leader, but even the number one brand needs some new input from time to time.

The brief / 

To generate new media and consumer awareness.

zeron's idea / 

How do you improve a bottle that’s on display in the Museum of Modern Art? By designing a new limited edition. The stylish limited edition bottle was flanked by a promotion website, a design competition, press relations activities, media partnerships, POS promotions and much more.

The result / 

An active and voting community, plenty of media coverage – and the Kikkoman limited edition bottle is now a coveted design object.