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Georgia Max Coffee is a high sugar caffeine drink, enjoyed by
the Japanese youth market, and enjoys a particular affinity with
those in the extreme sports scene.
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The world of extreme sports is built around "the rush".
Adrenaline junkies travel the globe in search of the next big
thrill as they throw themselves out of planes, down ski slopes and
off bridges.
For skiers and snowboarders enjoying the winter sports season in
Japan, Max Coffee was able to bring those adrenaline rushes to the
"smallest room", by decorating toilet cubicles across the country's
ski-resorts to resemble a snow-board half pipe. The campaign is an
extension of the previous year's successful "ski-jump" toilets.
In keeping with the daredevil attitude of the brand and its
consumers, a man in a Max Coffee branded ski suit was painted
clutching onto the side of the resort's ski-lift cars.
By providing the "Max experience" in the unlikeliest of places,
the brand created a series of fun photo opportunities ideally
suited to social networking sites and personal blogs. Fan
photo-sharing spread the brand message, and achieved significant
media coverage with minimal ad spend.