More and more, we are going with a global campaign, with some modifications for Japan. The campaign in English is now called “Open Happiness” meaning if you open the bottle, you’ll be opening happiness. We tried that in Japan and the consumers didn’t quite get it, so we changed it to “Happy Wo Akeyo” (Let’s open happiness) in Japanese.
This year, we ran a commercial campaign featuring singer Namie Amuro, and it was a huge success. We have just re-signed her. For water, we have the actor, Hiroshi Abe, and Japan soccer star Keisuke Honda is doing our Aquarius campaign.
Source: http://www.japantoday.com/category/executive-impact/view/1088172
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