How Demon Slayer energized a Japanese canned coffee brand


Japan is famous for its canned coffee. But with consumption falling, canned coffee makers were expected to wake up sales. They found it: Anime.

As Mainichi News reports, Osaka’s DyDo Drinco has launched its Demon Slayer: Kimetsu no Yaiba range of “Collaboration Cans” in October 2020. Featuring 28 different designs, some “Kimetsu Cans,” as they are called, were only sold in vending machines, with fans trying to collect the full set. The result was a resounding success, selling 100 million cans.

According to DyDo, more women and younger customers have purchased the anime-branded drink. It has also become the fodder of Twitter and YouTube.

“I kind of wanted to rekindle the excitement of canned coffee, our product category that has struggled the most,” said DyDo President Tomiya Takamatsu, who added, “To be honest, it was a success. beyond our expectations It was a shock; a very happy one The Demon Slayer canned coffee, however, ended production earlier this spring.

DyDo is not alone. Asahi Soft Drinks previously sold Wonda brand canned coffee with Lupine III and The attack of the Titans designs, while Coca-Cola Japan’s Georgia canned coffee was coated with Gundam.

Canned coffee has faced increased competition in Japan over the past decade. Convenience stores now sell inexpensive coffee ground from beans, while Starbucks has become a Japanese institution and national coffee chains continue to serve customer needs. After launching 7-Eleven launched its own Seven Cafe in-store in 2013, it has now sold over 3.9 billion cups of coffee. In convenience stores, it is possible to get a cup of coffee for 100 yen ($ 1.18).

Another problem for the canned coffee market is that cigarette vending machines now require a Taspo card (short for age-verified ‘tobacco passport’, which could mean fewer blue-collar and white-collar workers). make a punch purchase of cigarettes and canned coffee from vending machines. Instead, they venture into convenience stores where they have more caffeine options. Taspo, which has been launched in 2008, requires smokers to apply for the card, which for many can be more of a pain than just going to a Family Mart, Lawson or elsewhere.This has had an impact on canned coffee.

“When people were prevented from buying cigarettes from Taspo cardless vending machines, cigarette vending machines suddenly disappeared from the streets. Before that, there were many places where DyDo drink vending machines and tobacco machines stood side by side, and many people had bought their coffee and cigarettes from the machines, ”Takamatsu explained.

“We would like to thoroughly investigate how many customers still buy our products and why even after the campaign is over,” he added, “and plan our next campaign.”

About Jeffery L. Parker

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