Overview

“KRUSHERS” is a new style of dessert with a unique texture. We chose the hugely popular “Kyary Pamyu Pamyu” to front the campaign with a newly produced song about this new texture. To capture the involvement of high school girls, we created a campaign where they would “ask nicely” for KRUSHERS. When they “asked" for KRUSHERS from an online Colonel Sanders, the Colonel would—depending on his mood—buy them a KRUSHERS. In addition, a “KRUSHERS FACTORY” was created online. When users selected ingredients (including habanero and other unusual choices!), KRUSHERS were made from those ingredients—which Kyary Pamyu Pamyu would then actually drink. The funny videos of her reactions were released online. In summer 2012, top-voted flavors were released as actual KRUSHERS flavors at a pop-up store in Odaiba, Tokyo.