#RedefineCRS
When Ajinomoto, the world’s largest producer of monosodium glutamate, asked Edelman to advance American perceptions of their signature product, we decided to go backwards. Instead of promoting the surprising flavors of MSG, we went back in time to examine the source of America’s deep-rooted (and xenophobic) distaste of MSG. Once we did, we discovered an unlikely enemy: the dictionary.
The Press
Our campaign was picked up by 315 different publications including the NY Times, the Wall Street Journal, Vice, CNN, NY Mag, WaPo and many more. Apple News even sent out a nationwide push notification.
Launch Video
One 60-second Twitter video exposed @MerriamWebster’s problematic definition, and sparked the internet to demand change.
