Making “Brioche” a Household Word: How Mashwire Helped Sunshine Turn a Tongue-Twister into Talk of the Town
When Sunshine Bakeries introduced the SHOKUPAN GOLD Brioche Butter Loaf which highlight the loaf’s unique blend of Japanese softness and French indulgence.With a market full of brioche-style breads, the challenge was two-fold — differentiation and education
Our campaign was crafted to spark curiosity, drive engagement, and make the unfamiliar feel fun and relatable. Instead of the usual awareness campaign, we turned the product name into a talking point — one that entertained, educated, and encouraged sharing.
Curious how we first introduced SHOKUPAN GOLD to the market? Read how we made soft, buttery bread a social sensation in our earlier launch campaign.
From Curiosity to Conversation
To bring the brand to life in culture and conversation, Mashwire created fun videos that sparked curiosity and got people trying to say “brioche” themselves. Then came a playful social challenge where fans, influencers, and friends joined in — sharing their versions and spreading the love for the loaf. The response was vibrant — filled with creativity, connection, and plenty of love for the loaf.
Big Impact, Bigger Conversations
The campaign quickly gained traction across all channels. Video views rose steadily, while engagement spiked — with audiences embracing the playful tone and proudly sharing their own #ItsBriocheRight moments.
Both paid and organic content worked hand-in-hand, driving visibility, trial, and brand love. By connecting a premium product with a culturally relevant moment, we helped Sunshine turn “brioche” into more than a word — it became something people looked for, talked about, and shared.
Ready to Create Buzz for Your Brand?
Whether it’s educating audiences or reimagining how your product connects, Mashwire knows how to turn insights into impact. Ready to launch your next big idea? Let’s create something worth talking about — the right way.
July 2025
