Creap × CreepHyp The "Love Project" is spreading!

Morinaga Milk Industry's creaming powder " Creap" and the popular rock band " CreepHyp (commonly known as Creep, affiliated with UNIVERSAL SIGMA)" jointly launched the "Love Project" starting at the end of April.

Creap is a long-selling product from the company, first released in 1961. It is made from 100% milk-derived ingredients. Its pure, mellow flavor is a key characteristic, and it is praised for "its rich depth and subtle sweetness that enhance the taste of coffee." CreepHyp, meanwhile, is a four-member band that made their major debut in 2012. They enjoy immense popularity, especially among young people, thanks to vocalist Sekai Ozaki's lyrics and their high-pitched vocal style.
Both share a core essence of conveying "love" to their audience—Creep through its product, CreepHyp through its music—leading to this collaboration.
As the first step, they launched the "Love Project" special website ( http://creaphyp.jp/ ) on April 30. The site shares the thoughts behind the project and will regularly update with progress reports and activity updates.

CreepHyp's new single "Ai no Tenmetsu" (Love's Flicker), released on May 5th, includes a track aptly named "Creep," with its lyrics available on the site. Furthermore, Morinaga Milk Industry has begun exchanging gifts with the band, such as presenting heart-shaped floral stands decorated with Creep at their live shows and distributing original product samples to attendees.

This relationship between the company and the artist, which is neither based solely on a similar name nor purely a business tie-up, is gaining attention as a new style of Co-Creation (value co-creation).

The band's fans have responded positively to the project, with the special site achieving 50,000 page views within 20 days of its launch. The buzz has spreadacross social media, leading to renewed interest in the product and increased purchases.
For the time being, all eyes remain on the future of this love affair.

Creep Brand Site: http://www.creap.jp
CreepHyp Official Site: http://www.creephyp.com/