Client: Pop-Tarts
Objective: Create an international campaign for a product that is not yet marketed in a country outside of the US.
Country: Japan
Deliverables: Product Research Analysis, Culture Compass Research, Campaign Strategy, Tagline, Illustration, Package Redesign, Social Posts
Team: Michele Spina - Art Director, Illustrator, Graphic Design
Alex Codella - Graphic Design
Arianna Scarano - Copywriter
ABOUT THE BRAND
1963
Kellogg chairman William E. LaMothe, a.k.a Bill, had a vision to transform breakfast into a toaster-ready rectangle that could go anywhere called “Fruit Scone.” The name wasn’t up to par with such an inventive idea. Bill sand his team soon took inspiration from the Pop Culture movement of the time renaming the treats “Pop-Tarts” and released four original flavors: Strawberry, Blueberry, Brown Sugar, Cinnamon, & Apple-Currant.
1965 - 1967
Pop-Tarts went Nationwide and got its iconic frosting.
1971
Milton the Toaster came to light as Pop-Tarts mascot, but didn’t last very long….
hofstede-insights.com. Culture Compass - Compare Countries. February 6, 2023.
1973
Pop-Tarts grew to a total of 23 flavors!
JAPANESE CULTURE
INDULGENCE INSIGHTS
Culture of restraint
Never eat/drink on the go
Cynical/Pessimistic attitude
Little leisure time
Control gratifications of desires
Indulging feels wrong
PROBLEM
To market Japan's on-the-go treat to respect and adhere to its culture and way of living.
OPPORTUNITY
Japan has a strong culture of sweet treats, mainly fruits, jelly, cakes, and toast. Also, its playful Pop-Tarts brand style fits well with the aesthetics appreciated by teens and young adults in Japan.
SOLUTION
Creating new mascots for Pop-Tarts in Japan allows the market to relate with the product by using strategic marketing, making Pop-Tarts an encouraging gift rather than an on-the-go treat.
KEY INSIGHT
Pop-Tarts in Japanese translates to "Popputatsu." The meaning of "Tatsu" in Japanese culture is "the dragon." In Japan, the dragon symbolizes power and is known as a wise guardian. The dragon brings good fortune and happiness while providing strength and courage during essential turning points.
MAKING THE DRAGON
PACKAGE DESIGN
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English version for reference
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DESIGN STRATEGY
In many Asian countries, collectible cards are not just a hobby but a way of life. Japan is where you'll find some of the most avid collectors of trading cards in the world. Kawaii, also known as cuteness, plays a significant role in Japanese culture, from entertainment to food and behavior. The Japanese art style emphasizes the quality of cuteness, using bright colors and characters with a childlike appearance. Blending these insights while giving each dragon a relatable personality and adding them to the product will help market Pop-Tarts in a seamless, unintrusive way to the country.
A CARD IN EVERY BOX
MEET THE DRAGONS
Chiyo - Chiyo is known to have a fierce and unwavering determination in the face of challenges. Although they possess great physical strength and agility, their stubborn willpower and unrelenting drive see them through even the toughest challenges. With their fierce and indomitable spirit, Chiyo is respected and feared by all who encounter them.
Catchphrase:
tsuyoku ikite kudasai.
Stay strong.
Susumu - Susumu is known for his nurturing and empathetic nature. He is deeply attuned to the emotional needs of those around him and is always there to offer comfort, guidance, and encouragement. He is fiercely protective of loved ones, using his strength to defend and support them in times of need. He is a valuable source of advice, guidance, and loyalty, making him a cherished friend and ally.
Catchphrase:
Jibun no chikara o shinjite.
Believe in yourself.
Akari - Akari is known for her gentle nature, caring demeanor, and kind heart. She helps others by going out of her way to make them feel loved and appreciated. With her soft and affectionate personality, Akari is quick to offer hugs and kind words. Despite her size and strength, her compassion and warmth make her one of the most endearing creatures in the land.
Catchphrase:
anata o totemo hokori ni omoi masu.
I'm so proud of you!
Kaito - Kaito is known for his curiosity and ambition. Pushing himself to new heights, he's always seeking to achieve more. With his keen intellect, he can envision and plan for projects and adventures that others might consider impossible. Fearless in the face of danger, he never hesitates to take risks in pursuit of his goals. His determination inspires those around him to reach for their dreams with equal vigor.
Catchphrase:
kanōsei wa mugen desu.
The sky's the limit.
Yuuma - Yuuma is known to approach life with a sense of playfulness and joy, always looking for opportunities to have fun and enjoy himself. With his adventurous spirit and love of new experiences, he is open to trying new things and exploring uncharted territories. He is unafraid of failure, viewing it as another opportunity to learn and grow.
Catchphrase:
yattemiru kachi ga arimasu
It's worth a shot.
SOCIAL ADS
POPPUTATSU GIFTING
Pink dragon is saying “Ganbatte” - Go for it!
Blank area for parents or friends to write messages when gifting a Popputatsu
Pop-Tarts can provide the influence of the dragon in a fun and delicious way. With every dragon having its personality and catchphrase, there's one for everyone and every occasion to help guide you! Whether it be for the first day of school, a big test, or graduation, Popputatsu will be there to provide that extra boost of confidence you need to be your best self.
