“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.