-Kikkoman soy sauce is more than a sauce, it's a flavor. A flavor commonly associated with Asian food, yet like vinaigrette, can be a boost for the pallet within many cuisines.

-Most households have a bottle of soy sauce in their cabinets, but only use them a couple times a year...meaning they have the same bottle for too long.

-Let's create advertising that inspires them to try the flavor of soy sauce in different ways, so that Kikkoman can officially come out of the cabinet.