Energizer Let There Be Light


Energizer faced obstacles entering the Japanese market dominated by established local brands, struggling to gain visibility despite its global recognition.

Thought process

Recognising the need for an innovative approach, the agency aimed to leverage Japanese pop culture like manga and anime, aligning it with geographical events, to resonate with the Japanese audience.


We created an original manga series titled LET "THERE BE LIGHT". Through covert brand embedding within entertaining manga content and a shift to manga-inspired social media posts, we seamlessly integrated Energizer's products into a narrative aligned with Japanese societal values. Despite limited resources, this approach garnered over 200,000 readers, reached 20 million individuals, and significantly boosted brand share and retail presence in Japan.