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SUNTORY COFFEE "BOSS" Korokke-san Makes a Surprise Appearance at New TV Commercial Launch Event
Suntory Beverage & Food International will renew its flagship canned coffee product, "BOSS Rainbow Mountain Blend," starting September 1, while also launching seven new regional limited-edition "local blends." Accompanying this, three new TV commercials will begin airing sequentially from the same date. Preceding this, a new commercial launch event was held at the Imperial Hotel Tokyo in Chiyoda Ward on August 27.
Shinichiro Yanai, General Manager of the Brand Strategy Department within the Food Business Division, explained the market situation: domestic consumption is increasing due to growing heavy users and the diversification of coffee. He stated that BOSS has continued growing since its launch and has become the top-selling brand by revenue in the canned coffee market. As future strategy, he outlined "deepening" to strengthen bonds with users and "evolving" to respond to diversification. Noting that canned coffee is part of Japanese culture and a companion for working people, he announced the new communication theme "Song & BOSS." Three commercials inspired by timeless classics spanning generations will be aired. The commercials are the 47th to 49th installments in the series featuring Hollywood actor Tommy Lee Jones as alien Jones investigating Earth.
On stage, guest MC Yasuhiko Akasaka kicked off "SONG&BOSS ~BOSS Selects Timeless Classics." Drag artist Mitsu Mangrove, featured in the "Applause" edition, and comedian Asako Ito, featured in the "Lovers Get Wet on Street Corners" edition, appeared in red-and-white dresses. Akasaka introduced the songs with his signature style, and both editions aired. Mitz commented on her commercial, saying, "It's a finished product where various elements are blended together, like the rich flavor of coffee." Ito reappeared wearing a swimsuit inspired by the carp from the commercial, drawing laughter, and remarked, "It cleverly combines the themes of love and carp."
As the song "Kassai" played on the lively talk stage, impersonator Korokke appeared. He performed his signature impersonation of Chieko, drawing cheers from the audience. Korokke praised, "This commercial is packed with life. It really moved me." The four shared behind-the-scenes stories from filming, memories of the song, and life turning points, weaving in jokes and Korokke's impersonations for an enjoyable talk.
Ito-san shared, "Watch 'Koi no Koi' and dream big," Mitz-san said, "Let the commercial inspire you to reflect on your own life," and Korokke-san added, "Enjoy this collaboration of a classic song and the boss while sipping your coffee."
"BOSS" Official Site: http://www.suntory.co.jp/softdrink/boss/
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