In May 2008, popular manga character Kosaku Shima, Japan’s most famous “salaryman” white-collar worker, was promoted to company president as part of the manga series’ plot. To coincide with the story event, we made it possible for Japan’s real salarymen to raise a glass to Shima of Japan’s most award-winning beer, The Premium Malt’s. The two-company collaboration included events, mass-media advertising, storefront displays, and merchandise development, and became national news throughout Japan.