Ryōhei Ōtani Appointed Ambassador for "Boursin," the Rich Cheese Beloved in France

Starting March 15, Bell Japon launched a new campaign for the French fresh cheese brand "Boursin." They ran a quiz on their web video asking viewers to guess who was singing the original song "Boursin Love Song," filled with affection for the product. On April 26, they held a press conference at Ebisu Garden Place in Shibuya, Tokyo, to announce actor Ryohei Otani as the new Boursin Ambassador, revealing him as the singer.

Junko Ota from the company's Marketing Department stated, "Boursin is one of those brands virtually everyone in France knows, boasting a high recognition rate of 93%. There's even a saying: 'With bread, wine, and Boursin, you need nothing else.' In Japan too, surveys show 92% of first-time eaters want to buy it again (company research). We really want people to try it."

Ohtani was appointed ambassador because her mature charm and acting style perfectly match the product's rich, indulgent taste. Upon her appearance, she revealed her affection for the product: "I love Boursin in everyday life. Yesterday, I brought some to the drama set as a treat, and everyone—cast and crew—ate it so enthusiastically that it actually delayed filming."

The "Boursin Love Song" is a bold cover of the French classic "Hymn to Love."

The promotional video is staged in a musical style, with lyrics depicting the cheese's emotions incorporating comical and self-deprecating expressions.

 

When the promotional video was shown, Ohtani blushed, saying, "I was totally into it while singing, but listening to it again makes me embarrassed." He added, "I tried hard to fully convey Boursin's charm. The lyrics hint at Boursin's worries—like how it's famous in France but less well-known in Japan, and how it wants to be loved more here. I especially like the final part."

Otani recommended, "I suggest eating this product on top of prosciutto," and demonstrated it live. He savored it deliciously, showing an ecstatic expression.

Fans who correctly guessed Ohtani's singing voice in the campaign quiz were invited to the venue. Two of them were randomly selected to receive a special reward: Ohtani personally feeding them prosciutto topped with Boursin cheese, saying "Boursaaan"—a play on the product name. They were met with envious glances from the other attendees.

The two winners excitedly shared their reactions: "I was so nervous I couldn't taste it. I want to buy some later and savor it properly," and "It was my first time being fed like that, and my heart was pounding."

Mr. Ohtani concluded, "I really want people who haven't tried it to give it a taste. It's incredibly delicious, so just sharing your honest impressions with others should spread the love for Boursin all over Japan. I'll keep working to help spread it too."

 

Official Website: https://www.bel-japon.com/boursin/