Introduction
Sunshine SHOKUPAN GOLD is a new sub-brand from Sunshine Bakeries, created to disrupt the premium bakery landscape with authentic Japanese-style offerings. Their first product, the Butter Shokupan Loaf, is a premium Japanese-style bread featuring a luxuriously rich, creamy, buttery aroma and taste, crafted with real butter for an indulgent flavour.
The goal is not only to increase awareness of this sub-brand but to establish Sunshine SHOKUPAN GOLD as a premium option for young adults seeking high-quality Japanese-style bakery products.
Concept
To meet today’s demand for premium experiences, we positioned Sunshine SHOKUPAN GOLD as synonymous with a high-end Japanese lifestyle, focusing on values of quality, tradition, and craftsmanship. Our campaign tapped into nostalgic memories of Japan’s bakeries and cafés, where the blend of culture and culinary artistry creates a moment of indulgence with every bite. Guided by research showing that consumers prioritise fluffiness, we crafted the slogan, "ふわふわすごいね!" ("Fuwa Fuwa Sugoi ne!")—combining "fluffy" and "amazing"—to capture the loaf’s signature texture and rich flavour, bringing home the authenticity of Japan’s bakery culture.
Key Visuals
Each visual was designed to make a statement. A textured black backdrop conveyed luxury, drawing attention to the loaf's sumptuous qualities, while gold accents subtly infused each visual with a premium Japanese feel. A close-up of the bread highlighted its incredible softness and buttery richness, inviting consumers to imagine each fluffy slice. We embedded the slogan in gold, ensuring it resonated with the product's Japanese authenticity, while a “新発売” (“NEW Launch”) seal added an extra layer of cultural connection. This thoughtful layout reinforced the product's refined image, with colours and textures echoing its buttery essence.
Jingle
We crafted a catchy J-pop inspired jingle that instantly connects with audiences, reinforcing the bread’s unique qualities of fluffiness and rich butter flavour. Using AI, we created both long and short versions of this jingle, each capturing the upbeat vibe of Japanese pop culture and ensuring that the product’s memorable qualities were front and centre.
PR Media Kits
Our PR media kits brought the Sunshine SHOKUPAN GOLD experience to life. Each kit included the Butter Shokupan Loaf, three marmalade spreads, a golden butter knife, and a heart-shaped voice recorder playing our jingle—ideal for creating social media content. The kits, housed in a sleek black box with a Japanese Furoshiki wrapping, echoed the brand’s premium Japanese heritage. Inside, cotton padding symbolised the bread’s fluffiness, while a PVC bubble pillowcase added a sensory element, inviting recipients to feel the loaf’s soft, airy texture. This elevated the unboxing experience into a luxurious moment, sparking excitement and lasting impressions. The overall reception to the media kit has been overwhelmingly positive. With some media personalities loving the concept.
Japanese Expats Mobile Road Sampling Experience Video
To further enhance authenticity, we captured the reactions of Japanese expats working in Singapore, tasting the bread and sharing their genuine impressions. This mobile road sampling video added a personal touch, with both Japanese and non-Japanese participants enthusiastically reciting the slogan, "ふわふわすごいね!," cementing the product’s appeal through memorable repetition. The video went live online and in-store on POSM screens, quickly gaining traction across social media platforms and generating millions of views across Instagram, Facebook, TikTok, and YouTube.
Blind Seeding Media Kits and Engagement
Our blind-seeding kits replicated the PR experience in a sustainable, reusable white puffy bag adorned with Sunshine branding. This not only emphasised the bread’s soft texture but also promoted environmental consciousness. With high engagement from food, lifestyle, and parenting influencers, the campaign received enthusiastic feedback. Influencers and their followers eagerly shared their experiences, creating an online community that celebrated Sunshine SHOKUPAN GOLD’s quality, taste, and Japanese craftsmanship.
Conclusion
This campaign successfully launched Sunshine SHOKUPAN GOLD as a premium Japanese bakery experience, creating connections with young consumers through innovative sampling, rich visual design, and memorable jingles. Each touchpoint—from PR kits to influencer engagement—reinforced the sub-brand’s luxurious appeal, crafting a distinct and authentic Japanese moment with every slice. Sunshine SHOKUPAN GOLD goes beyond just bread; it’s an experience of quality, indulgence, and artistry.
Ready to spark conversations? Contact us to create engaging product communication!
November 2024
