Success Case Study: Ajinomoto Cook Do Komi Paste - Online video advertising reshaping Japanese food purchase decisions

Success Case Study: Ajinomoto Cook Do Komi Paste - Online video advertising reshaping Japanese food purchase decisions

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Executive Summary

Success Case Study: Ajinomoto Cook Do Komi Paste-Online video advertising reshaping Japanese food purchase decisions


Komi paste by Ajinomoto's Cook Do brand has garnered significant sales by following the modern promotional method of online video advertising.

In Japan, Ajinomoto promoted its Cook Do komi paste through YouTube videos and in-store promotions, helping the brand to reach its target audience more effectively. Sales of both the paste and companion products using the paste increased in targeted stores such as Life Corp.


- Modern promotions through online platforms such as YouTube have aided product sales.

- With the help of Dentsu (an advertising agency), Ajinomoto has capitalized on the increasing demand for recipe videos through video advertisements posted on the company's website.

- The attributes of Ajinomoto komi paste meet a specific need of time-pressed consumers.

- Ajinomoto used TrueView spots across specific retail stores to promote its online video advertisement for Cook Do komi paste.

- Ajinomoto targeted consumers with "location-specific" digital advertisements for increased responses.

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Table of Contents

About Successes & Failures Case Studies

1. Introduction

2. What?

3. Why?

4. Take-out

5. Appendix

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