"Fighting for 24 hours is exhausting," so "Can you fight for 3 or 4 hours?"

 	© Rumiko Takahashi/Shogakukan

 

Suntory Beverage & Food International has entered into a licensing agreement with Daiichi Sankyo Healthcare for the exclusive use of the registered trademark "Regain" in soft drinks. Under this agreement, Suntory launched its newly developed carbonated beverage, " Regain Energy Drink," on July 1st.

This energy drink contains 1000 milligrams of arginine and B vitamins, with the concept of "invincible energy. "

 

© Rumiko Takahashi/Shogakukan	 
 	 

 

On June 30, the day before its release, a press conference for the new commercial was held at Marunouchi Oazo in Chiyoda Ward, Tokyo, where actress and singer Sumire, who appears in the commercial, made an appearance. In the "3, 4 Hours" edition airing from July 1, Sumire, dressed as Lamu-chan, the protagonist of the popular manga "Urusei Yatsura," flies through the city sky while promoting the product. The background music is a 2014 version of the "Regain" CM song "Yūki no Shirushi" (Sign of Courage), known for its lyrics "Can you fight for 24 hours?" It has been updated to reflect modern sensibilities with the line " Fighting for 24 hours is tough," changing it to "Can you fight for 3 or 4 hours?"

Executive Officer Hirokazu Kitagawa explained the rapid growth of the energy drink market and its shift towards being "a beverage consumed in the morning," stating, "We wanted to create Regain's energy drink." Sumire appeared on stage in her commercial costume. Dressed exactly like Ram-chan, she immediately declared, "I flew here straight from the commercial world!" in her signature tone, drawing applause from the audience.

She also spoke powerfully about the product: "I want to drink it before work and go 'BOOM!'," "It makes me super energetic," and after gaining "invincible starting power," "I want to fly through the sky and go back to Hawaii."

 	© Rumiko Takahashi/Shogakukan

 

On stage, Sumire herself handed out the product to attendees. Staff dressed in Ram-chan costumes also conducted sampling around the venue.

The product information and TV commercial can be viewed on the homepage ( http://suntory.jp/REGAIN-ENERGYDRINK/ ).