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Toyota WiLL VS

2001 – 2004

The WiLL brand was a collaborative marketing initiative undertaken by a consortium of Japanese companies aimed at capturing the attention of a younger consumer demographic in Japan. Running from August 1999 to July 2004, this unique approach brought together companies such as the Kao Corporation, Toyota, Asahi Breweries, Panasonic, Kinki Nippon Tourist Company, Ezaki Glico Candy, and Kokuyo Co., Ltd. Each participant offered products and services tailored to appeal specifically to the tastes and preferences of the youth market. Toyota, a key member of the WiLL brand alliance, also extended its youth-focused strategy to North America through the Project Genesis program. This initiative mirrored the ethos of Kansei engineering, a Japanese design philosophy that emphasizes capturing emotional