THE brief

In a cluttered category with well established brands and many new Asian RTDs, how do we cut through, drive trial & convert shoppers to ensure that Hyoketsu is the RTD of choice?

THE WAY IN

From racing the streets in Tokyo Drift to the famous underground meetups in Daikoku Futo, car culture is huge in Japan and influences automative trends across the globe.

THE IDEA

Taking inspiration from Tokyo Drift, we gave Hyokestu shoppers fuel vouchers to win every day. Plus, one lucky consumer could drift home in an iconic Japanese car. We created bespoke in-store POS displays to show off the brand in an exciting way.