Using Cosplay to Sell Energy Drinks in Japan (Probably NSFW Gallery)

How to Sell Energy Drinks in Japan (Probably NSFW Gallery)

Latest Edition to the 'Everyone on Earth Likes Ladies' Marketing Series
Young ladies in swimsuits... we're often want to point out the marketing value theirein, and naturally at this URL we're particularly interested in how the Japanese do.

Angle: Cosplay
Almost all, at least 98.5% of our readers should know what this means. For the other 1.5, it breaks down like this: Cos = costume; play = play. It means playing dress-up like we did as kids, except cosplay happens way, way past puberty, is often public, and is social/communal. Cosplay doesn't have a really specific place of origin, but most would say it began sort of concurrently as an American/Japanese phenomenon, then went global.

Costumes vary widely, but generally speaking the largely homemade or custom-ordered gear spans the breadth of Japanese and American anime/animation (with the former being dominant), includes a healthy dose of video game heroes and villains, and lastly, is well-inhabited by comic book and manga characters (which of course overlap with the anime/animation). Basically, it's doable-anytime Halloween.

For a kinds of reasons, cosplay's popularity and mainstream acceptance are rapidly growing. We know that probably not among those reasons are photos of 300-pound (136kg) dudes in spandex Spiderman suits (though more power to them - dowhatchalike!). Much more likely, what's really driving the popularity are individuals like our subject here today, Ms. Sumire, the cosplayed-up star of this new energy drink campaign.

Suntory Hires ラム・インベーダー (Lum Invader)
Yes, as in Suntory the beer; and they also make about 12,000 other beverages here in Japan. They snatched up the likeness of 
Lum Invader from the manga/anime Urusei Yatsura, an iconic 1980s character, and then inserted Ms. Sumire here (sue-me-ray), a model/TV personality/human who looks good in her underwear, into Lum's standard tiger stripes and go-go boots.

Why? Well, they've got their new Regain energy drink to sell. Everyone knows LumSumire is very easy on the eyes. And, bringing it all back home, cosplay is now mainstream enough to take center stage for a national marketing campaign in the world's third largest economy.

Inline Gallery: Suntory's 'Regain' Campaign Launch Event (video at the bottom):


BONUS, NON-RELATED IMAGE JUST BECAUSE:

Here's 71 seconds from the marketing campaign launch event:

[MORE, MUCH MORE] 

Girls, Girls, Girls at AkihabaraNews - Nothing Scandalous, No Nudity, But as Above, Probably NSFW

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