The “Lock & Lock” of Hanacobi, a breakthrough airtight container, failed in getting the attentions of consumers when the brand was launched in spite of the excellent airtightness. Consumers simply did not show any reliance on this newly entered brand. In order to overcome the problems, the Lock & Lock turned their eyes into “the informercial” for the TV home-shopping channel. With the informercial, the Lock & Lock succeeds in showing the miraculous strength of airtightness. Also the TV advertisement which focused both functional and emotional aspects of the product was successful in attracting the interests of consumers. Besides, the globally standardized advertisement delivered the united message of products and decreased the ad costs significantly as well.The on-line community, “the Lock & Lock Supporters Group”, played a major role in the success the product. The community members participated in exchanging product usage ideas to each other and there ideas served as the valuable inputs in developing new products. At the same time, their service activities for the local communities attracted the attentions of the newspapers. With these activities, the Lock & Lock could build up the brand attachment of the consumers.The Lock & Lock strenuously tried to enter the overseas markets. In most cases, the TV home-shopping was selected as the first step into these markets. Once the serious responses at the TV home-shopping were made, the Lock & Lock moved to the off-line markets. Mostly, the Lock & Lock chose the indirect penetration with dealers instead of contacting local stores directly.