As if all the Ryoma Sakamoto merchandise wasn’t enough, back in January Georgia made the news for its series of Sengoku (Warring States) period samurai-themed coffee.
Well, now they’re back, with the Espresso Blux, dedicated to the legendary Nobunaga Oda.
Posters and ads have used images of the ancient warrior, along with intriguing slogans (”Nobunaga lives”, 信長は生きていた) and directions to search for Honnouji no hen (本能寺の変), the name given to the incident at Honnouji Temple which ended in Nobunaga’s downfall. Going online you arrive at the campaign’s homepage (though Google lists Wikipedia higher!) and you’ll see a list of tweets.

Yes, Georgia might well be using history as part of its imagery but it is also utilizing the latest trendy marketing tool — Twitter. During the campaign, readers can read mini episodes from a “science fiction” story about Nobunaga surviving and living to the present day.
Espresso Blux takes a canned coffee primary consumer (salarymen) and something they like (samurai history), and mixes it with a bit of viral online sav. The result? A campaign that matches perfectly with the drink’s advertising line: “Good things, a bit at a time” (いいものはちょっとずつ). After all, you should savor espresso and are simultaneously tantalized by the Twitter narrative updates.
This also apparently marks the first time that a company has positioned tweets as part of a TV campaign. Previously it was common for marketeers to put “continued online” (続きはWebで) on the poster or TV commercial, but Georgia used “continued on Twitter” (続きはTwitterで).
