This provides an extensive analysis of the marketing strategy behind Wilkinson's new "night-only sparkling water," Wilkinson Tansan Tagsober, using the Jobs to Be Done (JTBD) Theory.

This theory posits that customers "hire" products (referred to as "workers") to accomplish a specific "job," or progress they wish to achieve in a particular situation. The analysis explains how Asahi Beer identified the unmet need of non-drinkers aged 20–30 who desire a sophisticated nighttime ritual or "adult-like" feeling without alcohol, aiming for a potential market of 50 million people. By focusing on the context and desired progress—specifically, an adult, relaxing way to wind down the evening—the product was designed with specific flavors, packaging (cans only), and messaging to ensure it effectively replaced less-satisfactory "workers" like tea, water, or sweet sodas.

It demonstrates how redefining the customer's "job" allowed Asahi to create a new category of "night enjoyment beverage," evolving the product beyond a simple thirst quencher.