09/07/2025
A brand sees itself and its client as a person to person dynamic. Take the time to engage with your customer as if they are right in front of you.
A Japanese ice cream maker—Akagi Nyugyo—pulled off one of the most earnest ads imaginable: a TV commercial publicly apologizing for hiking the price of its beloved GariGarikun popsicle by just 9 cents, from 60 to 70 yen, marking the first increase in 25 years
The 60‑second spot features the company president, chairman, and a sea of employees bowing solemnly in front of their headquarters—framed by somber folk music. On-screen text reads:
“We held on for 25 years but… 60 → 70”
They explained rising production and packaging costs drove the change—yet chose humility over hubris by saying sorry on national television. The ad swiftly racked up nearly a million views on YouTube
Such a move feels almost poetically Japanese in its blend of contrition, community, and respect. A price increase turned into a cultural statement—and maybe a PR masterstroke, too.
