Corporate brands drawn to anime’s selling power

November 15th, 2011 by Felicity Hughes

Tiger & Bunny,” which just ended its first season, has been one of the most popular anime releases this year, despite that fact that contained blatant product placement for Calbee, Softbank, Pepsi and Bandai. The show features superheros called NEXT who perform acts of bravery about the futuristic city of Stirnbild, earning points as they do so. As their activities are filmed on TV in this fictional world, each hero is sponsored by a different company and sports the logos of  a sponsor.

Characters include Pepsi’s Blue Rose and Rock Baison, a bull-themed hero who  advertises the yakiniku restaurant Gyu-kaku. According to Tokyo Walker, fans of Rokku Baison have even affectionately nicknamed him Gyu-kaku -an. These companies are keen to capitalize on their involvement in the show: Pepsi is running ads featuring Blue Rose (see above) and Gyu-kaku are offering discount vouchers for a special Rokku Baison set meal (a pretty good deal for yakiniku lovers btw).

Despite anime characters being used to sell just about anything in Japan via product tie-ins, product placement within a contemporary anime is unusual, according to Nico Nico Pedia. One reason is that anime creators believe this would turn off fans, another reason is that once the toy industry got involved in anime and tokusatsu, toy companies had strong objections to introducing other products onto a show, so instead sponsers names were announced at the beginning and end of ad breaks.

But many anime creators feel that featuring everyday products introduces a sense of reality into anime, so, artists will either black out product names or write a similar yet subtly different names for everyday brands: “Froogle,” instead of “Google,” for example. These techniques show that the show’s creators care about realism but haven’t “sold out.”

However, the recession-hit industry is now experimenting again with product placement and “Tiger & Bunny” is just the most recent and probably most blatant example of this trend. Since around 2006, product placements have been increasingly popping up in anime aimed at adults. One of the most controversial examples was “Code Geass,” in which CC, one of the main characters, often appeared munching Pizza Hut pizzas. The movie “Rebuild of Evangelion” featured rather more subtle product placements for Doritos, UCC Coffee and Yebisu Beer. UCC Coffee strenghthened their tie to Evangelion by decorating their cans at the time of the movie’s release with pictures of the characters and still continue to milk this connection.

One company has even gone so far as to commission their own anime series. To celebrate their 35th anniversary, Nissin Cup Noodle commissioned the “Freedom Project,” a series which regularly features characters chowing down on Cup Noodles.

The success of “Tiger & Bunny” and “Code Geass” attest to the fact that adult anime fans are not averse to a bit of product placement, especially if it means higher production values. In the future we may see this trend spreading to titles aimed at a younger market, though it’s possible this tactic might backfire and instead stir the ire of many a parent.

Tags: , , , , , ,

Comments are closed.

RSS

Recent Posts

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

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

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

    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. […]

  • Sharp dials up the fan service to celebrate 20 years of ‘Evangelion’

    For those who have always dreamed of owning an Evangelion robot, this might be the closest you get. To celebrate the 20th anniversary of the popular “Neon Genesis Evangelion” animated series, Sharp is releasing a special smartphone that pays homage to the show both in the device’s hardware and software. The phone itself is detailed […]

  • Tokyo plugs into Google Play Music

    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 […]

  • J-blip: Ipsa’s Face Melody

    Every face has a name, a story and . . . a song? That’s the idea behind cosmetic company Ipsa’s newest creation. We should, uh, take it at face value, but the company claims that its Face Melody program can measure the user’s appearance and write a unique tune based on their attributes. The application […]

  • Japan celebrates the GIFs that keep on giving

    GIFs — which stands for graphics interchange format, don’t you know — have made the Internet an even more enjoyable place than before, and we have the receipts to prove it. These digital designs were technological wonders back in the days of AOL and Netscape (Google it, kids). But they eventually went from high-tech animation […]

  • Smart absolutions: Send off your sins with just one click

    The two-step method to purification.

  • Attack of the plant hunters, green carnivores and fleshy girls

    Never promised you a rose garden, but how about a fleshy plant or a stag-horn fern?

  • Make 12th-century art using 21st-century tech

    The Choju-Giga, the famed animal caricature ink paintings displayed Kyoto’s Kozan-ji Temple have been captivating people for centuries. The four scrolls, which date to the 12th and 13th centuries and depict rabbits and monkeys getting into mischief, are often cited as the first manga comics in Japan’s history. Now art lovers can create their own […]

  • Fuji Rock bound? Make sure you survive in style

    A few items that will help you stay dry and happy during Fuji Rock Festival’s unpredictable weather.