Magnum Dry Returns Magnum Pose at the CM Announcement Event
Suntory Beer held a TV commercial launch event for its new product "Magnum Dry Honkarakuchi" in the new category at the Conrad Tokyo in Minato Ward on March 25.
The new product launches on April 2. It is a revamped version of "Magnum Dry," which launched in 1999 as a sparkling beer known for its "dry yet delicious taste," became a hit, and recorded the highest sales volume for any of the company's beer products during the Heisei era.
At the outset, Executive Officer Tatsuo Wada stated that the product was developed to create a new "authentic crispness" category, responding to consumer demand for richness and sharpness, while the company's new genre products continue to sell well. The main target users are men in their 40s and 50s who desire a "truly satisfying dry taste." The company also revealed that actor Takashi Sorimachi and NAOTO from the dance & vocal group EXILE were chosen for the commercial as messengers who resonate with the target audience.
The "Magnum Dry Returns" commercial, airing from March 26th, is themed around the tokusatsu TV series "Return of Ultraman," which aired from 1971 to 1972.
The highlight is a scene where a single black silhouette splits into two, revealing Tamaki and NAOTO holding the product, striking sharp expressions and performing the "Magnum Pose." The music is a parody of the "Return of Ultraman" opening theme, with lyrics like "You~ can see~ the letters 'MD'~ Even~ on a shelf~ far~ away~ it~ stands~ out~."
The background and title fonts also mimic the show, creating a finished product that instantly captivates the target audience just by hearing the song.
On stage, silhouettes of the two superimposed on a white backdrop appeared alongside the song. When the curtain fell, Mr. Sorimachi and NAOTO appeared holding the product and striking the Magnum Pose.
Antamachi commented, "Magnum Dry took the world by storm right from its launch. I often drank it myself after work. I'm thrilled the packaging has returned with a fresh look. Collaborating with Ultraman is irresistible, especially for our generation."
NAOTO commented on the shoot: "Mr. Sorimachi enveloped me in his gentle aura, which was a huge help. His expressive power and stoic dedication to his work were incredibly educational."
When asked about ideal drinking situations, both answered: "After work, to savor its ultra-level deliciousness" and "The first sip after a live performance would be amazing." Regarding the end of the Heisei era, they commented: "It was a time I could evolve. Even with the new era, I want to keep evolving," and "I want to become something loved across generations, like an MD." Finally, they appealed: "Please experience this sharpness and richness for yourself."
The official website ( https://www.suntory.co.jp/beer/md/ ) features the TV commercial and behind-the-scenes footage.
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