Archive for the ‘Marketing/advertising’ Category

Ginza Cozy Corner takes dessert into hyperdrive with ‘Star Wars’ cakes

Thursday, October 22nd, 2015

One Japanese confectionary vendor is about to find the Force deep within a sweet tie-up.

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The (caloric) force is strong with this one.

Ahead of the December release of “Star Wars: The Force Awakens,” Ginza Cozy Corner, which has outlets nationwide, has made a line of “Star Wars” sweets that are truly out of this world. The treats themselves are all based on people from the the films, and regardless if the characters were good or evil, the desserts will end up being sweet.

The cake set includes Darth Vader, Yoda, Jabba the Hutt, an Ewok, a Stormtrooper, C-3PO and R2-D2, each having its own unique taste. The yellow C-3PO cake is lemon-flavored; the white R2-D2 one is cheese mousse; and so on.

If that wasn’t enough to satisfy sci-fi fans, Ginza Cozy Corner is also releasing a “Star Wars” tin and pouch filled with the store’s original creations. They will also be selling an R2-D2 sponge cake that is covered in white frosting and colored biscuits.

The “Star Wars” collection will be sold at select stores beginning Nov. 1, and the nine-piece cake set will sell for ¥2,000.

For more information, visit the Ginza Cozy Corner website.

Warning: This viral video of high school girls might make you blush

Wednesday, October 21st, 2015

Cosmetic company Shiseido has recently uploaded a YouTube video that is blowing viewers’ minds with a bona fide twist.

In the promo video, titled “High School Girl? — The Makeup Secrets of High School Girls,” the camera weaves through a classroom full of drop-dead cute young women who pout and wink like true pop idols. But everything is not as it seems.

The camera zooms in on the page of a book that one girl is reading. The small text reads “Did you notice the boys in this classroom?” As the camera backs out of the room, the viewer realizes that — SPOILER ALERT — they’re all dudes.

The big gender-flipping reveal highlights the transformative properties of Shiseido’s makeup, which give you the tools to be whatever you want to be (granted, having veteran hair & makeup artists helps).

Whether this invokes deeper commentary on herbivore men or gender fluidity or whatever, the bottom line is Shiseido has struck viral-video gold.

[This behind-the-scenes video shows how the makeup specialists pulled it off.]

Tokyo plugs into Google Play Music

Friday, October 16th, 2015

If you haven’t heard the latest news from Google Play, you may have missed your opportunity to tune into a Google Play Billboard. From Oct. 8-24, music lovers can head over to Shibuya to, literally, plug into a selection of over 3,500 songs.

The Google Play Billboard is meant to give visitors a much-needed chance to try out its new music service. After LINE launched its music-streaming service in July, followed only weeks later by Apple Music, as Google Play Music seemed to be stuck in buffering mode with no plans to enter the market. However, after finally launching in September, Google has been going to all lengths to make Google Play Music stand out from its competitors.

Located on Supeinzaka near the Shibuya Parco department stores, the Google Play Billboard may appear, from a distance, to be any other advertisement. Within the billboard itself is 1,300 individual headphone jacks, however, continuously streaming music from noon-8 p.m. everyday. Each jack features a different song, and the song selection changes over time so that you’ll never know exactly what you’re plugging into.

Just watching all the careful efforts that went into the construction of the billboard is like watching a symphony.

The 3,500 songs that make up the Google Play Billboard playlist are hand-picked from submissions from the public that people voted for on the official Google Play Music website. The public were given six different categories to vote on — “a song you’d like to play when your significant other comes over”; “a song for when you feel that your heart is going to break”; “a song you’d personally want to leave for the next generation”; and so on.

These categories, which play into people’s emotional connection with music, resulted in hundreds of songs featuring both a wide variety of both Japanese and Western music. Visitors to the Shibuya billboard can anticipate everything from Mary J. Blige to AKB48, Kyary Pamyu Pamyu to The Rolling Stones.

Additionally, anyone who signs up for Google’s streaming service by Oct. 18 will be able to listen to the Google Play Billboard’s 3,500 songs unlimitedly for free, as well as pay a lifetime reduced rate of ¥780 per month.

After only a week, the Google Play Billboard has made quite a splash on social media, thanks to the hashtags #GooglePlayMusic and #渋谷3500万曲ビルボード (Shibuya 35,000 song billboard).

Regardless of whether Google’s PR campaign hits the right note or falls flat, the Google Play Billboard has certainly proven that music can bring us all together.

Bra-maker’s Cinderella Taxis aim to deliver the perfect fit

Thursday, June 4th, 2015

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If you’re sick of waiting for your pumpkin to turn into a carriage, hail a Cinderella Taxi to get a little extra bibbidi-bobbidi-boo in your life.

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Find your perfect look in the Cinderella Taxi.

Coming to Tokyo in June and Osaka in July, this special taxi offers riders bra fittings and makeover services to spread the magic of lingerie-maker Wacoal and its Cinderella campaign.

Just as Cinderella’s glass slippers are perfectly fitted for her feet, Wacoal wants to offer women the chance to get a bra perfectly tailored to their bodies using a 3-D scanner. Before-and-after images are then generated to show customers the change in their silhouette.

As you make your way to your destination, your own Fairy Godmother (i.e., a professional hair and makeup artist) will help you find your new look.

The royal treatment lasts approximately two hours, but the Wacoal beauty consultants’ advice will last long after the clock strikes midnight.

Funassyi — Japan’s favorite shrieking pear

Friday, May 15th, 2015

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In a recent episode of “Last Week Tonight with John Oliver,” the British comedian dove into the weird and excessive world of Japan’s yuru-kyara. During his on-air explanation of the nation’s many mascots, Oliver highlighted Funassyi, the giant yellow pear who is the unofficial mascot of Funabashi in Chiba, and included one of his more explosive moments on TV.

Need to know more about Japan’s most popular pear?

At first Funnasyi was rejected as the official mascot of his hometown but unlike other successful official mascots, such as Kumamon of Kumamoto Prefecture, Funassyi has come to symbolize Funabashi despite its lack of government sponsorship and become just as popular as any yuru-kyara.

Funnasyi has appeared in national commercials for the Asahi, released a CD single, and been crowned the Grand-Prix winner at an international trade show for character and brand businesses best license in Japan in 2014 as he traveled across Japan and the world to spread his pear-y special brand of energy.

Here are just a few of highlights from 2014:

Funassyi’s popularity hit a milestone last year when, as he was being featured on CNN in June, the news reporter couldn’t help but laugh throughout the broadcast when she saw the mascot flapping his arms around.

In July, Funassyi tried to kickstart a fashion trend by donning a black cap with a “274” logo (a play on the numbers 2-7-4 with can sound like “fu-na-shi”) and appeared in a TV commercial for Shimamura, a fashion shopping center. The fast-running pear with non-stop squealing had fans wondering how he survived the summer heat in his suit.

In September, FUNAcafe, a collaboration event of Funassyi and Shibuya Parco’s The Guest Cafe & Diner, served a special Funassyi-inspired menu including the “funa” burger (with his face on the burger), nashi pear cake, nashi pear tea and even dandan noodles.

The character’s popularity went international when he visited Hong Kong in October, attending a local shopping mall event and bringing Japanese yuru-kyara culture with him. Judging by this video, Funassyi’s fans in Hong Kong are just as passionate as those in Tokyo.

In December, the toy company “Kitan Club” released a Funnasyi-style version of its famous Cup-no-Fuchiko cup-straddling toys. The brands are literally embracing each other as the tiny figurines can cling to each other in three different kinds of positions and as expected of Cup-no-Fuchiko both can sit on the edge of the cup. The announcement climbed to the top of Fuji Television’s weekly Twitter rankings, beating out the hot issue of Japan’s strict state secrets law.

Funassyi is expanding his brand aggressively by creating Funassyi stories everywhere in Japan. Funassyiland, a Funaasyi goods store, opened in Fukuoka in December. According to Asahi Digital News, Funassyi devotees from as far as Tokyo were making the trek.

Funassyi’s naturally fragile yet good-natured personality seems to be a starting point.

The pear rounded out 2014 on Nippon TV by rocking out with his hero, Ozzy Osbourne, performing a headbanging rendition of Osbourne’s “Crazy Train.” Funassyi got a little wet and wild when Osbourne dumped a bucket of water on him before pushing him into a swimming pool.

In the same month, whilst making a cameo during a commemorative concert for The Alfee, Funassyi took an untimely tumble but nothing went pear-shaped: the resilient character sprung back into action minutes later.

Without a doubt, Funassyi was a hit in 2014 but only time will tell if the rest of 2015 will keep rewarding the fruits of his labor.

Is Burger King’s ‘Flame Grilled’ fragrance a hoax in a bottle?

Friday, March 20th, 2015

Burger King Japan has developed quite the reputation for its imaginative gastronomic creations, including the black Kuro Burger released last year. However, the result of the fast food chain’s latest experiment isn’t exactly edible.

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Smell it your way

Starting in April, the company will launch a fragrance that will allow fast-food lovers to smell just like their beloved burgers.

The perfume, named “Flame Grilled,” will be sold for one day only and exclusively at Burger Kings in Japan. A free Whopper is included in the purchase (at the high price of ¥5,000), so now you can eat your meal and smell like one too.

The scent will be sold starting at precisely 10:30 a.m., just in time for an early lunch. As only a limited amount of bottles are being produced, Burger King fans will only be able to mist themselves with one bottle per customer.

Many media outlets say they smell a long-game April Fool’s joke, but we’re tempted to believe that their aim is true.

Burger King has even petitioned the Japanese government to make April 1 the unofficial “Whopper Day,” a move that suggests this may not all be pure mischief.

Still skeptical? This isn’t the first time Burger King has tried to appeal to a sense other than taste. In 2008 the chain released “Flame,” a cologne hooked as “the scent of seduction with a hint of flame-broiled meat.”

Take a look at its disturbing video as proof.

Ultra Hawai’i: Even superheroes need a vacation

Sunday, May 25th, 2014

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The Ultra tourists get a quick lesson before hitting the waves

In a stroke of genius, travel-deal website TravelZoo, in collaboration with the Hawaii Tourism Authority and tokustasu pioneers Tsuburaya Productions, has enlisted serious star power to promote its current Hawaii travel packages.

Targeting a wide range of would-be travelers, the “Ultra Hawai’i ” campaign follows the well-loved characters from the generation-spanning Ultra series as they engage in classic tourist activities on the main Hawaiian islands of Maui, O’ahu, Kaua’i and Hawai’i.

For a look at how the Ultra family spends its time off,  click over to the campaign site and travel along with Ultra Dad, Ultra Mom (yes, they really do exist in the series), Ultraman Taro and even their alien cohorts — the friendly, spindly-fingered creature Pigmon and the pincer-handed Alien Baltan.

Best of all, their special moments have been chronicled on their YouTube channel and set to the Ultraman theme song, played on ukelele no less.  In true Japanese fashion, they pack a lot into their vacation, which includes surfing lessons, hula dancing, poolside yoga, a friendly game of golf and a side trip to the volcanic terrain of Kīlauea, which surely must feel like a home away from their extraterrestrial home.

The campaign is both hilarious and touching in the way it humanizes the superheroes as they shoot selfies in a gelato shop and are moved by an afternoon of whale watching. In  rare moments away from the universe-saving day jobs, the family take in romantic sunsets and even Baltan Seijin, one of Ultraman’s archenemies, can put aside their differences to attend an intimate Ultra wedding on O’ahu. The beauty of Hawaii clearly brings people together.

The Ultra Hawai’i campaign runs until July 18. Oh, and there’s an island-hopping stamp rally. Collect ’em all and get a special campaign souvenir.

Schwatch!

Marketers capitalize on university entrance exam time

Wednesday, January 15th, 2014

This week there is something weighing heavy on the minds of many students who’d like to advance to college: the National Center Test for University Admissions. It’s being held Jan. 18-19. Those with their heart set on a particular school who don’t get a good enough score may choose to spend a year, or in some cases two or three, studying as a rōnin. With this immense pressure, a little luck is traditionally gotten via charms from shrines or temples, but the trend has built up for companies to release seasonal products in support of test-takers. Well, maybe some are more support than others. . .

First, a quick primer on recurring key concepts and vocabulary:

Cherry blossoms: The school year starts in spring in Japan, just when cherry trees are exploding with pink. Of course, they also represents the kids fulfilling their potential.

Daruma: Symbolizes perseverance and bring good luck. The dolls come with blank eyes; you draw one pupil when you set a goal and the other when you accomplish it. I’m sure there are lots of one-eyed daruma hanging out with high schoolers right now!

Koala: They don’t fall out of trees and in Japanese that same word for “fall” is also used to describe “failing” a test.

Kohaku: The colors red and white are good luck!

Non-slip: The verb “to slip” in Japanese can be used to mean slip up and “fail” a test, so friction is desirable.

There is no better way to kick off this list than with a product said to be a pioneer of the test-taker support boom: KitKat. In Northern Kyushu dialect, the name of the candy bar with the “have a break” slogan appropriate for kids chained to their desks, sounds just like the words, “You’ll win for sure!” People realizing this pun apparently boosted sales of the candy on their own in the early 2000s to the point where it was noticed in-house at Nestle. Nationwide campaigns started in 2003.

Fast forward to this year, where the company is collaborating with 15 universities to present inspirational messages on “Kohaku pack” KitKats (which come in milk and white chocolate). “(-ω-1) If you see a face in an equation, that’s a break,” says mascot Chibunny of the Chiba Institute of Technology. Bouhsear from the Osaka University of Health and Sport Sciences says, “-ing, let’s go one step at a time in progressive tense!”

But that’s not all Nestle is up to this season. Singer-songwriter Miwa has been recruited as the campaign girl, and the catch phrase — “The cherry blossoms will surely bloom!” — is apparent in her music video of the test-taker support song (above) as well as the roll cake she came up with for “Saku Saku Cafe” (“Blooming Cafe”) inside Nescafe Harajuku.

Vanilla ice cream and heart-shaped chocolate accent a pink cake rolled around cream and a cherry blossom-shaped dollop of red bean paste. The cafe also serves meals re-creating favorites at five university’s cafeterias including taco rice and a chicken nanban bowl. It’s open through Jan. 19.

From left: Koala March cookies; Tenoritama's Piyo-chan packages; and

Student supporters (from left): Koala’s March cookies; Oinori-tama Piyo-chan packages; and Triumph’s lucky underwear

For those still feeling peckish, here are some other snack/food related promotions:

Crunky teamed up with private cram school Meiko to use their mascot Professor Daruma to impart inspirational messages in their “test-taking share pack.”

• Daruma-themed Koala’s March cookies mean you can give your friends a double boost of luck with a special message written in the spot provided on the back of the package. (Speaking of Koalas, though, if you want to be really hardcore, you would have gotten your hands on one of these bookmarks made from koala poop at Higashiyama Zoo in Nagoya. If that doesn’t guarantee. . . something, then I dunno what will.)

Chicken Ramen came up with two flavors that work in punny inspirational messages. Yuzu koshō (“Don’t give up on the school you want to get into!”) and garlic chicken (“Go get your chicken and success!”) went on sale Jan. 6.

• Tenoritama rice seasoning’s chick character Piyo-chan prays intently with a different expression depending on which one of three packages you pick up. The renamed “Oinori-tama” (a pun on “praying”) will be on sale until Feb. 28.

Natto Queen 2013 Karen Miyazaki recently appeared at an “pep rally” encouraging students at prep school Waseda Yobiko  to “Stick to [their studies] like natto!”

• From Aqua has water bottles with caps that click into a position that allows you to drink instead of coming completely off, but for some reason around this time of year the sound of that click, “Kachi!” is a pun on “victory” and the cap not “falling” off is imbued with the same significance as a koala staying in a tree.

• HKT48 and Lotte tied up to produce gum and throat drops “for you, who are doing your best.” The just barely test taker-oriented drops contain Honey and Karin (which is an herb, I guess) for your Throat. Are there 48 per package?

If that seems like a lot, it’s probably only the tip of the test-taker marketing ice berg. Perhaps the biggest indication of that is that it’s not only food companies cashing in.

• Triumph International is selling “Kanapan,” a short way to say “My Wish Will Come True?! Underwear.” Apparently the brand was perceived as lucky by some shoppers, which is how the campaign was born. These undies’ high waist is meant to prevent chilly tummies (and thereby the common cold) and they come in red, pink, or black for ¥1,995.

• While we’re on the topic of underwear, Seirogan (an herbal treatment for diarrhea) hopes that students will be free of gastric distress as they challenge the exam. To that end they are giving away 555 (a somewhat involved pun) pairs of “certain victory” lucky test-taking underwear in a unisex style.

• Seirogan may be intent on keeping students out of the bathroom, but Bathclin wants them in it, and more specifically in the bath soaking with their test-taker support salts that are the fruit of analyzing and recreating the scent of the type of cherry tree in Japan (from Okinawa) that blooms the earliest.

• “All you test takers out there, let’s get through this exam with Febreze!” Former pro tennis player Shuzo Matsuoka lends his presence to Febreze’s campaign, which encourages students to blast all the flu and other viruses out of their room after practicing with this interactive website.

• Coolens released lightweight “non-slip” glasses made with “slipless rubber” at the temple and a special nose rest designed especially for Japanese noses, twice as soft as other nose rests, that will also, of course, keep the glasses from slipping as students bow their heads to pore over their textbooks. ¥5,900.

JR Nakatsu Station in Oita Prefecture uses sand on the rails to keep the trains from slipping, but as they do every year, they set some aside as “slip prevention sand” for students during the test-taking season. A total of 1,180 charms containing the sand were blessed at a local shrine and passed out last month.

Tokyo Disney Land and Sea are offering cookies and stationary supplies with messages like “Gōkaku deki-mouse yō ni” instead of the usual “dekimasu.” (“May you pass [the test.]”)

Masahiro Kuwano developed his own unique good luck item, the levitating “Ukari-Masu” (which involves a few puns, but the main thing is that the square cup floats and and one of the meanings of the verb “ukaru” is “to pass [a test]”). Sales have been picking up over the past couple years; he sold 300 in 2013 for ¥945 apiece.

If the test taker nearest you actually just needs to get out of the house, an aquarium in Yamaguchi Prefecture has formed a “test-taking cheer squad” featuring Holacanthus passerOctopus cyanea, Rhinogobius sp. and Patiria pectinifera. Why those particular creatures? Well, the reasons are pretty elaborate in some cases, but mainly, because their names or shapes have some kind of connection to “passing.”

Anyway, we here at Japan Pulse really, really hope everyone meets their academic goals this testing season, and we won’t even make you buy anything.

BONUS: Pokohiro rounds up some types of encouragement boys want from their girlfriends as they are about to face the Center Test.

1) “Let’s pass together.” (He calls this “So cliché” but then admits that it really does feel nice to hear.)

2) “If you fail, I’ll break up with you.” (Ah yes, tough love. Very motivating.)

3) “If we end up at different universities we might cheat on each other.” (Pokohiro reinforces this dire prediction by stating that he personally never saw a couple who attended different universities last.)

4) “It’s OK if you fail.” (Of course, not everyone’s personality is suited to threats. Some guys just need to be reassured. Aww.)

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