Following up a post from Matt's blog, using anime characters to promote a company has been a common practice in Japan to quite a few companies. Since I'm an avid follower of the Japanese culture (especially subculture), I decide to dedicate the next few blogpost in talking about marketing for Japan subculture.
Take a look at this rice company.
Just with the addition of having a cute anime character in the packaging has increased the exposure of the brand and the company reportedly having a huge spike of sales . As quoted "Sales of the rice, which is mostly done through mail order, reached over 2,500 individual orders in the first month of sale, totaling 30 tons worth of the 5kg and 10kg packages." And this campaign has been going on for some time.
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For a simple explanation, by the addition of having that in the packaging it creates a sort of 'novelty' feel to the item. Fans would like to associate themselves with those characters and thus willing to spend money to get it.
Although myself argue that it reduces the potential target market to a niche market or in retrospect it is good especially if the company's objective is to target the niche market.
I myself don't see myself eating a bag of rice with a picture of an anime character on the package.
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