Ginger ale at the shrine! How to create hit products that go viral

It all started with one twitter post.

"Shrine support" Ginger ale only available at Kanda Myojin. With grated ginger. (300 yen including tax)

Inspired by Ise Jingu's Ratsuhimochi

The development of this product started with a request from Kanda Myojin, the guardian deity of Edo, which boasts a history of 1300 years. In order to create a lively atmosphere at the shrine, our company produced a multi-hall facility called Cultural Exchange Center EDOCCO in the precincts of Kanda Myojin Shrine.

Half a year before the opening, the chief priest Otorii (then, now the honorary chief priest) said.
"Is it possible to make a souvenir of Kanda Myojin's specialty in conjunction with the opening of the Cultural Exchange Center?"

I received a consultation saying, "I have an image of a hit product like 'Tsui Tachi Mochi' sold by Mr. Akafuku of Ise Jingu Shrine!" Therefore, if you link it with the concept of EDOCCO Cultural Exchange Center, "tradition and innovation", you will surely be able to create a stronger product! With that in mind, I decided to dare to develop "innovative product development instead of traditional".

There are three gods in Kanda Myojin, and it was a product development that did not allow failure even if it was called Suhikona no Mikoto = Ebisu-sama = god of business prosperity.

Ichinomiya = Daikoku no Mikoto = Daikoku-sama = God of land management, marital harmony, and marriage
Ninomiya = Sukunahikona no Mikoto = Ebisu-sama = god of business prosperity, medicine and health, good fortune
Sannomiya = Taira no Masakado no Mikoto = Masakado-sama = God of warding off disasters and winning games
(Shrine diligent knowledge: Gods are counted as "pillars" instead of "people")

What are the important factors for product development?

I think this will differ depending on the position of the product and the situation in which it is placed, but I would like to list the importance, including my personal opinion.

(1) Product development concept = imagination, point of view, unexpectedness, combination, sales TPO, price strategy
(2) Attractiveness of the product itself = product value, performance, specifications, commitment, originality
(3) Naming = impact, timeliness, topicality, memorable ★ Opportunity for buzz
④ Story = value-added repeat, development potential, expandability, repeatability ★ Opportunity for buzz

Products that sell well include these four items, and I believe that those items that have a strong individuality in one of these items are achieving breakthrough success as branding.

The product development of “Shrine support” was born in the order of 1, 3, 2, 4 instead of 1, 2, 3, and 4 as the theory suggests.

Limitation of place to sell only in the shrine

① Product development concept
It is the skeleton of product development and is the most important. This time, I searched for shrine-like items that are not sold at shrines. Since it is sold at a shrine, if it doesn't contain "feelings", "wishes" and "prayers", it won't be easy for people to pick it up. With that in mind, I connected the image of the shrine and the product.

This is an idea that can be applied by considering the TPO of "what kind of place will the product be sold?"

② Attractiveness of the product itself = what is good about the product?
We adopted a method to re-recognize "products that already exist in the world" as "new products" by changing the sales floor limitation, sales method, package, and name. This method is based on the premise that "existing products are easy to recognize without needing explanation", and it is easy to approach customers easily. After that, I will layer several stories with added value there.

At the beginning of product development, the concept of "ginger ale at a shrine" was born immediately.

Drinks are easier to experience and disappear than “things”, so we started with the idea that they would go well with the shrine. ? I couldn't come up with a concrete answer.

It's an era when things can't be sold, so it's a reason to want to buy

③ Naming that triggered buzz
"Shrine Encouragement"

Ginger ale at the shrine! Puns (puns) = play with words, which can be taken as old man jokes, is actually a culture that has a long history that began in the Edo period.

In Kanda Myojin, the culture that was loved in the Edo period remains strongly. I wanted to put the scent of Edo culture somewhere! So why is word play so popular?

During the Edo period, Japan had a high literacy rate due to the development of reading, writing and the abacus. In addition, in Japanese, which has many ways to read kanji and has many homonyms, there are countless variations of puns. If you twist it even better, your ideas will spread further. It is "playing words = puns (puns)" that competed for that sense.

During the development of this product, there was a good example that became a hot topic among the development members.

How do you read "one to two sho five go"? It is an idea close to a quiz.

It seems to be read as "Goshobaimasuhanjo".

“Itto = double of five sho → your business → your money”
"Nishou = 1 masu, 2 masu, masu masu, masu masu"
"Gogo = half of 10 go = (10 go = 1 sho, so 5 go = half sho) → half sho → hanjo"
If you twist it so far, it's wonderful! There is no other way.

Delusion and trial and error at the time of naming idea!

In the development of this product, I wanted to incorporate the playfulness of the Edo period into the naming and the culture of Edo. However, this is the modern Kanda Myojin. Since there is Akihabara in the neighborhood, I finished the name with a little awareness of the culture of Akihabara.

The name was born with the image of such a phenomenon.
If you spell "shrine support", various images will develop, such as support from the gods, support from people who went to visit the shrine, and support from people who gave this product as a gift. It developed into various topics among the development members, and I felt the extensibility of the strong name "Shrine Encouragement".

Discerning product discovery and manufacturer selection

In this way, it was decided to develop ginger ale, and dozens of carbonated drink manufacturers were targeted as manufacturers. Considering the shipping cost, we focused on the Kanto area. I searched all the companies on that list, looking at business scale, number of products sold, product quality, etc., but I couldn't find the company I wanted...

In addition, we purchased ginger ale available in Tokyo, including online orders, and held a tasting event.

Among the members, it seems that the name "Shrine support" will sell well, so the contents will be the same no matter where you make it. There was also an opinion, but I strongly opposed it.

Ordinary ginger ale doesn't get repeats. Even if you fish for a name and sell it, if it's a product that doesn't impress you, you'll get tired of it. It was an opinion from such a sense of crisis.

As you all know, the top ginger ale at that time was Ginger Ale Dry made by Wilkinson. Small green bottle. When I drank Wilkinson's ginger ale dry for the first time, I couldn't forget the shock, and it remained in my memory vividly.

Therefore, instead of "Ginger Ale", which competes in the same arena as Wilkinson's products, is there a product with a different approach? I was looking for it for a long time.

It was three months until the opening of the Cultural Exchange Center. I don't have time, it's dangerous...

In the meantime, I saw a ray of light.

A clear world beyond the turbidity

I found a bottle of ginger ale online.
The product was clearly different from the others. Is there a white sediment at the bottom of the bottle?
I want this product immediately! It's a waste of time to order it online!
When I heard that it was being sold at a hotel shop in Tokyo, I immediately bought it! I decided to try the ginger ale.

Yummy! ! ! ! Cool?
The taste of ginger is effective and delicious! It's pretty colorful! Refreshing flavor of grated ginger

Drinks that are precipitated with fruit juice drinks are not uncommon, but it was the first time that carbonated drinks were precipitated.
Fruit juice with sediment is shaken, isn't it?
What happens when you shake a carbonated drink? Pushy blows over, right?
I was moved by the enthusiasm that dared to be contradictory.

The particular ginger ale was from a beverage maker in Saga Prefecture called Tomomasu Beverage.

Also, it's a personal habit that I like to look at the labels on which the specs of the products are written.
At that time, there was no ginger ale with grated ginger.
With this, I wonder if I can change the ring and compete with the number one ginger ale? That's what crossed my mind.

Then, I flew to Saga and concluded a contract with Tomomasu Beverage as a manufacturer.
We worked on the design on an electrifying schedule and made it just in time for the opening.

Many layers of relationships and stories

④ Story
There were two types of glass bottles for “Shrine support”, “Nade shoulder bottle” and “Ikari shoulder bottle”, but I dared to choose “Ikari shoulder bottle”. I also thought of a story that puts a wish on this part of the shoulder, which is a lucky charm (a lucky charm for Kanda Myojin Shrine) and gives it to the other party.

From parents to students taking entrance exams, to friends welcoming new beginnings, from seniors to juniors... A scene where the baton of fate is handed over.

In addition, in consideration of the environment, we have added a special benefit that makes repeat customers happy, such as giving "five yen = good luck" to those who come to return the bottles for recycling. It is. It also has the meaning of "Welcome to visit".

Brilliant Color Change, Beyond Communication

Scene at the sales floor.
This "Jinja cheer" contains grated ginger and is sedimented, but gently shake it three times to mix it.
What about then?
The clear color so far is "shining in golden color!"
How divine!

This drink is carbonated, so if you open the stopper right away, it will boil over, so please wait for about 1 minute.

Then, at first, gently twist the stopper, and when the air comes out, it is a good signal to open the stopper.

That's right.

"Shrine support" has a story until the cork is opened.
Everyone who purchased the product had fun shaking the bottle, enjoying the change in color, and gently pushing the stopper!
And even after drinking it, you will be convinced of its deliciousness.

"Hey, it's more dry and delicious than I expected."
"Wow, my body has warmed up with the effect of ginger."
"Repeat decision for refreshing adult taste!"

And those who asked their friends and family to cheer on the shrine, repeat the story from "Shrine cheering cloudy"
Continuing the story "To the attention of shaking the bottle and opening the cork"...

That's right.

“Shrine support” sympathizes with the story, enjoys the experience, and makes you want to word of mouth
It turned out to be worth more than just a drink...

"Shrine support" is sold at EDOCCO CAFÉ MASU MASU. There is also an in-cafe menu.

Facility website:
Cultural Exchange Center EDOCCO

We were interviewed by Tomomasu Beverage WEB Magazine "Momimono no Yomimono"!
[Part 1] A drink was born from the work of thinking about the future of the shrine world.
[Part 2] So that you can put the feeling of thinking for someone into "shrine support"