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Japan’s Kagome Juice Launches in California
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Client Brief:
Kagome is Japan’s leading juice brand, with over 100 years of expertise in fruit and vegetable-based beverages. With operations in 8 countries, Kagome partnered with dpgw to build its U.S. presence and adapt its globally beloved products for the American retail landscape.
As Kagome entered the competitive U.S. ready-to-drink market, the brand needed to build awareness, educate new consumers, and generate sell-through-all while gathering insights to refine its go-to-market strategy for national expansion.
Agency Process:
Kagome’s U.S. launch required a standout approach, so we centered the campaign on people surrounded by the fruits and vegetables in each juice. We built real frames from fresh produce and had models pose inside them, creating bold, eye-catching visuals. The assets were printed across table tents, price tags, product carts, flyers, and demo tables in 10 California retailers. Our team handled creative direction, production, hiring demo staff, building displays, and running a 45-day retail campaign with daily demonstrations and surveys from Wednesday to Saturday.
Project Execution:
We launched POS campaign simultaneously in 10 California supermarkets and supported 6 stores with in-person ambassador support. Dpgw directly hired, trained, and managed the ambassador team to quality control the U.S. launch from end-to-end.
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Impact :
Stores supported by dpgw’s full-service marketing efforts outperformed control locations by 3X in velocity and engagement. The campaign laid a strong foundation for Kagome’s 2025 nationwide rollout, with real-time consumer data fueling strategy at every step.
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