Early 2000s WiLL Project for Youth (Part I)

Today’s abandoned historical story is one of targeted marketing. In the early 2000s, the merger of Japanese companies integrated efforts to reach young consumers through unified branding. Cars, food and appliances – Throughout Japan, all new products for young people wore the same sub-brand, WiLL.

In summary, WiLL asked, “What do you do with your fellow children?”

The WiLL marketing project started in August 1999 and lasted until July 2004. Seven Japanese companies have come together to make an effort to attract the youth circle. The WiLL project became known primarily for the resulting cars, but they were only the most expensive products on the project.

In addition to automobiles, WiLL provided food, paper, office supplies, tourist attractions, home appliances, alcohol and household items. Beer producer Asahi has sold three new alcoholic beverages under the WiLL brand. With the addition of candy maker Ezaki Glico, we have created our own WiLL candy and chocolate. WiLL products wore a unified logo of effort, a small (usually) orange square.

In terms of household appliances and appliances, Panasonic and Kao have provided exciting new WiLL products. Kao manufactured three WiLL-branded fragrances, and Panasonic provided 14 consumer goods under WiLL. These products appealed to young consumers of all ages and incomes, from fax machines to microwave ovens, refrigerators, washing machines and even folding bikes. Consumers of WiLL Panasonic fax machines may have filled it with the new WiLL stationery and used the various pens provided by KOKUYO. KOKUYO is a producer of office furniture and paper.

There was also a WiLL brand service provided by Kinki Nippon Tourist Company. Kinki has created a tour to explore different parts of Japan, designed specifically for young consumers. The tours were held in Kyushu, Okinawa and Hokkaido, and there were also general “sports tours”.

Finally, there was the most expensive WiLL product. A series of four different Toyota compacts aimed at leveraging the styling of existing vehicles and appealing to a younger audience almost exclusively. All WiLL cars look very different from each other and none have been in production for a very long time.

The WiLL project was created based on an engineering theory called sentiment. The principle of sentiment is to develop or improve a consumer’s product or service by understanding the consumer’s psychological needs and needs and incorporating them into the product design. With this methodology, Kansei Engineering can drive consumers’ intended emotions and create sales-generating products. In the case of WiLL, the feeling that “this is made only for me as a young consumer” was desired.

So did it work? Yes, no, almost no. WiLL products have been a hot topic with various successes in the Japanese market, but especially automobiles have been overwhelming when it comes to sales.That said, some WiLL products Still today.. There was another sentimental project in Japan at the same time, which definitely had a direct impact on the North American automotive industry. It took a while. I won’t talk much about cars this time (Gasp!), But I’ll talk about that in Part II.

[Images: Panasonic, Toyota, Kokuyo, Kao, Asahi]

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Early 2000s WiLL Project for Youth (Part I)

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