Salonpas celebrates its 80th anniversary, gradually gaining traction among younger consumers.

Hisamitsu Pharmaceutical held a new commercial announcement event for the 80th anniversary of its external analgesic and anti-inflammatory agent "Salonpas" on April 16 at Bellesalle Akihabara in Chiyoda Ward, Tokyo.

Popular group Arashi's Kazunari Ninomiya continues as the image character. At the outset, Masaki Miyazaki, General Manager of the Pharmaceutical Marketing Department, stated, "Thanks to Mr. Ninomiya, we have gained support across a wide age range."

The third installment of the popular CM series, where Ninomiya plays the manager of "Salon de Salonpas," is the "Singing Family" edition, featuring a memorable piano-playing scene. The full-animation 80th-anniversary CM, "Alongside Japan's Stiff Shoulders," was also introduced. The gentleness of Salonpas is expressed through the family.

At the venue, the double-decker London bus used for the experiential event "Salon de Salonpas National Caravan" was also unveiled. The first floor houses a CM gallery displaying sets and costumes, while the second floor serves as a museum tracing the product's 80-year history. "Manager Ninomiya" provided commentary on the bus interior patterns displayed on screens.

Event schedules and commercials can be viewed on the Salonpas brand website ( salonpas.jp ).

Promotional goods displayed inside the bus. These were used until 1960 (Showa 35). The camel character was chosen because "applying it is easy" (rakuda).