Calpis Water Zero for Smiles Campaign

Calpis is conducting a "for Smiles" campaign to promote its new Calpis Water Zero (calorie) which is said to have a taste suited for adults. Entry is by answering a simple quiz via a web form. Prizes are product. I cannot find an explanation of "for Smiles" even though it looks like a product or service brand.

http://www.calpis.co.jp/cwzero/cp/

Photo is a web capture for explanatory purposes, copyright belongs to the company.