Japan Marketing News

Coca Cola Japan brings "functional" Coke to market

The Japanese market is so inundated with functional drinks that it had to happen eventually. Finally, Coca-Cola Japan has introduced a vitamin-fortified Coke drink. Coca-Cola plus vitamin was launched earlier this month and is now making its way into shops around Japan. Known as Diet Coke Plus or Coca Cola Light Plus in European markets, Coca-Cola plus vitamin is a Diet Coke* variant that apparently provides you with 81% of your daily requirement of vitamin C—with no calories. Check out the Japanese website here.

* Known as "No Calorie Coca-Cola" in Japan

Great Japanese print advertising: Sapporo

Here's an recent print ad from Japanese beer giant Sapporo that employs solid composition to create visual interest and convey the message that Draft One is a great brew to enjoy with food.

Glico looks to fatten margins with thinning Pocky

In recent years, Japanese consumers have grown increasingly interested in nutrition and body weight, thanks in part to the attention the media has given to Japan's increasing incidence of metabolic syndrome, and the recent measures the Japanese government has instituted to help combat the problem.

In the marketplace, not only have we seen the broad introduction of diet beers, malt liquors and canned cocktails, soft drink companies have also gotten into the game with various teas and functional drinks that either prevent the absorption of fats or claim to help people to lose weight.

Now the chocolate manufacturers are about to get on board the anti-metabolic syndrome bus too.

Great Japanese print advertising: Mizkan

Many people don't know it, but great sushi isn't just about raw fish. In fact, the word sushi doesn't have anything to do with seafood. In fact, it refers to the vinegared rice that serves as a base for a broad range of toppings (that include raw fish). True afficianados know that without rice that's cooked and seasoned to perfection, sushi can never be more than just mediocre.

With this refined yet unexpected execution, rice vinegar manufacturer Mizkan instantly grabs readers' attention and focuses it right on the place where its products shine.

Ingredient of the season: Citrulline

If you keep your eyes peeled in Japan this summer you're going to see several new products that contain the ingredient known as citrulline.

An amino acid first extracted from watermelon by a Japanese researcher in 1930, citrulline is said to reduce the buildup of ammonia in the bloodstream, dilate blood vessels, and promote production of nitric oxide, which amongst other things is supposed to help prevent muscle fatigue. So it's no surprise that Asahi is promoting its new Citrulline Water using sports-related advertising, and Lotte has launched Citrulline Gum to coincide with its support of the Beijing Summer Olympics.

In the U.S., citrulline supplements have apparently been marketed previously to promote circulation and prevent hardening of the arteries, but Japan's health ministry did not approve the ingredient for use in food until August of last year.

Other Japanese companies like Shiseido have also jumped on the citrulline bandwagon so it's probably only a matter of time before a dozen more citrulline products hit Japanese store shelves.

Beer trend: "zero" brews

Look closely.

See any pattern?

Say hello to the latest trend in Japanese brews: zero sugar low malt beers.

Fanta Japan shakes up the beverage market

I discovered this new and unique Coca-Cola Japan product the other day in the vending machine near my home. It's called Fanta Furufuru Shaker.

In some ways it's reminiscent of those jelly drinks marketed by Weider Japan. If you're not familiar with them, imagine a semi-soft version of Jello that's drinkable.

Where Coca-Cola Japan has added a twist is in adding carbonation that's activated by shaking the can.

The first mouthful feels a bit like Jello, but then the carbonation hits you, producing the sensation that you're actually eating your soda.

Less adventurous souls and the conventionally minded (in other words, adults), may find this off-putting.

But Japanese kids are going to, ahem, eat it up.

And you are simply not going to believe the TV ads.

Fanta Japan regularly produces fairly "out-there" commercials, but you won't want to miss the ones currently posted on their website. After you reach the top page, click on TVCM, then play the video that comes up in the main screen.

In particular, keep a close eye out for this character, whose can shaking technique is going to stimulate a lot of chatter in some quarters.

Effective Japanese TV ads: Mr. Donut

Here's a cute little ad from Mr. Donut Japan that reaches consumers on a couple of levels.

A young man comes to visit his grandmother and brings with him a little gift to share with her—a box of Mr. Donut doughnuts. They sit down to enjoy the treat, and just when the man picks up a doughnut to take bite, the old woman stops him with an admonition, "don't be rude," and hands him a set of chopsticks. Then they go on to eat their snack together with traditional Asian utensils.

On the one hand, the commercial goes for an easy laugh that appeals to both teens and adults, who'll find it funny that the unsophisticated grandmother thinks good decorum means never eating with your fingers, and senior consumers, who may remember a time when mass- produced doughnuts were new to Japan, and still had enough mystique to cause confusion about the best way to eat them.

On the other hand, the ad serves as a gentle reminder that doughnuts are a nice little gift to bring on a family visit (Japan has a complex gift-giving culture), and thus broadens the brand's appeal to purchase occasions that extend beyond personal consumption.

To see the commercial in its entirety, click here.

McDonald's Japan to go mega in the morning

You're probably already tired of hearing about McDonald's Japan's mega sandwiches*, but since they're at least partly behind the company's ongoing revenue growth (while others in the market have faltered), you probably ought to know that they'll be bringing a new MegaMuffin sandwich to the morning menu for a limited time, from April 4 to May 8.

And just in case you fail to rise in time for breakfast, you'll still be able to chow down on MegaMacs and MegaTeriyaki burgers at other times of the day during the special campaign period.

* More info here and here.

KitKat Japan to introduce unusual new flavor

In Japan, KitKit launches new flavor variants all the time. However, this is the first time I've seen one based on an "exotic" Japanese ingredient.*

This new limited edition product is flavored with kinako, a nutty-tasting powder that's often dusted over sweetened mochi treats or ice cream. It's made from toasted soybeans.

Kinako KitKat will be available in stores starting April 7.

* Not including green tea or matcha since these now frequently appear on menus outside Japan.