Kabaya Pureral “Moyatto” Short Drama Series

While IP collaborations had driven sales growth, understanding of the brand’s core value—the signature munyu-puru texture—had yet to fully take hold, leaving Pureral without a strong, distinctive reason to be chosen. As a result, the top priority for the first half of the year became establishing a clear recall point: defining the moments and situations in which consumers would naturally think of Pureral.

Bite away everyday “moyatto”

The concept was “When small frustrations build up, take a soft bite of Pureral.” Everyday, hard-to-define stress was depicted as those subtle moments of irritation, with Pureral’s signature munyu-puru texture positioned as a switch that gently lifts one’s mood. All seven shorts followed a consistent structure—(1) a moment of frustration, (2) biting into Pureral, and (3) the world softening—to reinforce the emotional shift even within short-form content. Each scenario was rooted in relatable, everyday situations familiar to women in their 20s and 30s, encouraging empathy and personal connection.

By structuring the short dramas as a cohesive series, the content was designed to achieve high completion rates on TikTok and YouTube Shorts, while encouraging an increase in empathetic reactions such as “I relate” and “This happens to me” across social platforms. Repeating the same emotional rhythm—frustration followed by relief through Pureral—in every episode reinforces the brand’s new recall point through repeated exposure. As a result, the campaign is expected to establish a foundation for recalling Pureral in specific everyday situations, strengthening the link to purchase-driven initiatives in the second half of the year.