Category
Theme

Note: This website was automatically translated, so some terms or nuances may not be completely accurate.

News
Published Date: 2017/01/27

Kirin Fire "1 Million Bottle Sampling" Kickoff Peace Ayabe, about to head to the US, makes an appearance

On January 26th, Kirin Beverage held the kickoff event for the second phase of its "1 Million Can Sampling" campaign for its canned coffee "Kirin Fire Extreme Blend" at Yurakucho Station Plaza in Chiyoda Ward, Tokyo.

In October 2016, the company fully revamped its "Kirin Fire" series, aiming for a taste that "changes the rules of canned coffee." Within 70 days of launch, sales exceeded 200 million cans. For the launch, they conducted a "1 Million Cans Secret Sampling" campaign, distributing free trial cans without revealing the product name. Due to its tremendous popularity, they decided to hold a second round.

This time, starting in Tokyo (Yurakucho), free sampling using vending machines will be conducted in 8 cities nationwide. Consumers can sample the Extreme Blend, featuring deeply roasted "burnt beans," hot to highlight its rich aroma.

Reflecting Kirin Fire's theme of "MADE OF CHALLENGES" – a product perfected through repeated trial and error – comedian Yuji Ayabe of the comedy duo "PEACE" appeared as a guest. Ayabe made headlines last year when he announced he would suspend his entertainment activities in Japan to pursue stardom in America.

Ayabe immediately drew laughter by saying, "Given the location, there are so many lovely mature women here, it really gets me hyped up." He mentioned often drinking canned coffee at service areas during motorcycle tours. He cracked jokes like, "I'm the type who likes to look cool, so it's the perfect item to get carried away with myself in those moments," and "It even matches my long coat today," but the audience reaction was lukewarm. He lightened the mood by saying, "Could you give me a little more warm support?"

Ayabe, who says the real pleasure of canned coffee is the aroma and comfort when you open it, took a sample from a vending machine and tasted it. "The taste is great, of course, but the aroma is unbelievable for canned coffee. It's truly an 'unmatched roasted aroma'," he said with a smile. Regarding his challenge in America, Ayabe said, "Lately, I often get asked, 'Haven't you gone yet?' But I'm leaving soon. It's not a 'going-going scam'." He then electrified the crowd: "Once I'm in the US, I want to give President Trump some FIRE. That's my first mission." Ayabe personally handed samples to representatives of the eager crowd waiting for them, but to his disappointment, no one asked for a handshake. "So they really were just after the Extreme Blend," he sighed. Finally, he declared his resolve: "I hope everyone enjoys sampling FIRE's challenge. I'll work hard to walk the red carpet in Hollywood myself."

During nationwide sampling events, participants who try the product also receive an Extreme Blend to take home. Additionally, a campaign is currently running where tweeting with the hashtags "#エクブレ #想像以上" enters you into a lottery to win a case of FIRE.

Sampling Site:
http://www.kirin.co.jp/products/softdrink/fire/100man/


Related article:
King Kazu and Others Star in New TV Commercial! "Kirin Fire" Fully Revamped with Roasted Brewing Method[2016.10.07]

Was this article helpful?

Share this article

Also read