The "Meiji Bulgaria Yogurt R-1" series has welcomed a new addition: "Iron for a Full Body." To mark this launch, a project titled "Sponsoring Our Heroes." has begun, offering one year of health management support through sponsorship contracts with ordinary women living their lives to the fullest.

While sponsorship contracts featuring celebrities, influencers, and athletes are not uncommon, this initiative stands out by intentionally engaging everyday consumers, demonstrating a commitment to truly resonate with the main user base.

At the press event, the three women selected for this project took the stage. A documentary video showcased the daily lives of women diligently navigating their routines, alongside messages of encouragement from their families and loved ones.

In conjunction with the launch of this project, Meiji conducted a survey on "daily efforts" (targeting 1,000 men and women aged 20-60, conducted in March 2022).

While approximately half (49.4%) of respondents noticed the "daily efforts" of the women close to them, only one in three women felt they received words of gratitude or appreciation.

Conversely, over 80% of women who received encouragement for their daily efforts reported positive sentiments, such as "It's reassuring when someone notices" (81.6%), "It makes me want to try again tomorrow" (78.2%), "It makes me feel my efforts were worthwhile" (75.8%), and "It fills my heart" (74.2%).

These results serve as a reminder of the importance of fulfilling the need for recognition. This project, by shining a spotlight on women's endeavors, offers heartfelt encouragement over a long-term, one-year period, embodying a truly human touch.

The project's video has garnered significant attention, surpassing 850,000 views in just under two weeks since its release. We look forward to the future developments stemming from this direct connection between manufacturer and consumer.