The Japan Marketing Awards were established on the occasion of the 50th anniversary of the Japan Marketing Association.

The Japan Marketing Association selects projects that have achieved remarkable results based on a comprehensive and careful marketing plan as the Grand Prize winners, and also identifies outstanding projects in specific fields as the Encouragement Prize winners, thereby enhancing the significance of marketing.

This year, the 14th edition, a total of 131 projects with originality and ingenuity that lead to growth in a maturing Japanese market were entered, and the award-winning companies were selected from a rigorous screening process.

The Grand Prix was awarded to ASAHI BREWERIES, LTD "Super Dry Innovative Marketing - New Beer Drinking Value in the With Corona Era”. The award was given high marks for its outstanding results in terms of impact, uniqueness, and brand establishment, including the speed with which the company quickly organized an online drinking party in anticipation of the growing demand for home drinking in the Corona disaster, the introduction of a new product with the innovative idea and functionality of a draft beer can, and measures to invigorate the beer market.

The runner-up was Kao for its "KATE 'no more rules”. While interest in cosmetics is waning due to the wearing of masks and telecommuting due to the Corona disaster, Kao's efforts to grasp the essential need of consumers to not give up on self-expression and to create a brand with the "no more rules." Purpose was highly evaluated as a project comparable to the Grand Prix.