Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Why Now, Kasumi Arimura? The Intent Behind Kirin’s ‘Ichiban Shibori’ New CM

Brand: Kirin

Campaign: New TV Commercial ‘Debut’

Source: https://www.advertimes.com/20261001/article559510/

Goal: To expand the appeal of beer and celebrate its enjoyment

Claim: Beer is the best after all.

Media: Television

Summary: Kirin Beer launched a new TV commercial for its revamped 'Kirin Ichiban Shibori' beer, featuring actress Kasumi Arimura. This marks her first appearance in a beer commercial. The campaign aims to convey the excitement of enjoying beer amid changes in alcohol taxation, using upbeat music and diverse actors to broaden the beer's appeal across generations. Additional comparisons of old and new flavors will be showcased in follow-up ads.

Japan

Why ‘Sanojin’ and not all of M!LK? The relationship caught by Hot Pepper Gourmet

Brand: Hot Pepper Gourmet

Campaign: Seat Reservation Summon

Source: https://www.advertimes.com/20260901/article556100/

Goal: Promote the seat reservation feature of the app

Claim: The embodiment of seat reservation appears at the restaurant

Media: Web commercial

Summary: Recruit has released a new web commercial titled 'Seat Reservation Summon' featuring M!LK members Yuto Sano and Hito Yoshida. The ad promotes the Hot Pepper Gourmet app's seat reservation feature and highlights the close relationship of the duo, who are affectionately known as 'Sanojins' among fans. The commercial presents a fantasy scenario where the two, dressed in red suits, act as embodiments that help users secure a table at nearby restaurants.

advertising commercial food app Japanese entertainment