Asian Consumer Intellegence
Nissan will add noise to its new electric car, the Leaf, to make it sound like cars in the cult movie Blade Runner. The sound makes the cars safer, so pedestrians can hear them coming, but will also act as a powerful marketing too, making the vehicles instantly recognizable, even if they are out of sight. i.e “That sounds like a socially responsible, trend-forward driver!”
[pinktext IDEA POTENTIAL:] Nissan has taken what was a dull safety problem and turned it into a fascinating opportunity to brand the leaf as a futuristic vehicle that will garner interest from anyone it passes. A true lesson in sensory marketing.
Nissan Leaf, due for release in Japan/US/Europe in 2010. http://www.nissan-zeroemission.com
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FMCG, Lifestyle Spending
A collaboration between a Suntory coffee brand and product designer Amadana takes Japanese gifts-with-purchase up a class.
More..»FMCG
UCC releases its third collaboration in 10 years with one of Japan’s most popular manga series.
More..»Consumer Shifts, FMCG
The new ILOHAS bottled water from Coca-Cola Japan cuts down on packaging and creates a new disposal ritual to make consumers feel good about going “green”.
More..»FMCG
Snack maker Morinaga has released a its Dars chocolate bar in a new package intentionally printed backwards, as part of a clever Valentine’s Day promotional campaign.
More..»FMCG
Kirin has released a new Oolong tea, made from 100% tea grown in China’s Fujian Province. The strong tea is packaged with a minimal black and white label.
More..»Beauty & Wellness, Consumer Shifts, FMCG, Lifestyle Spending
Japanese retailers and consumers have been criticized for creating unnecessary excess waste, with many products individually wrapped in several layers of plastic. However, attitudes are changing, as evidenced by the Mottainai project operated by Tokyo-based Tatsumi Co. “Mottainai” means “you shouldn’t waste that” in Japanese.
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FMCG
In September, Jinro released Aqua Blue, a new brand in its Seoksu mineral water line. The new products come during a time when mineral water sales are booming in Korea as the sale of bottled tea drinks slip. The move from bottle tea to mineral water might be linked to a recent consumer backlash against genetically modified ingredients, which appear in some tea drinks.
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