One of Japan’s most popular FMCG is canned coffee, which typically means it is a product that can be relied upon for interesting and innovative campaigns.
Now JT’s Roots brand has collaborated with Jump Manga for the Roots x Manga Capsule campaign to give consumers something to read while they drink. With the slogan “one can = one story”, it lives up to its name by offering customers who purchase Roots coffee a QR code on the can from which they can download mini comic book episodes.
The available library includes 100 popular Jump titles, including One Piece, Dragon Ball, Bleach and Naruto, viewable until December 27th when the campaign finishes. The episodes are renewed every week on Tuesdays and Fridays, encouraging you to keep buying your Roots coffee to read more episodes.
To outside eyes it might seem a little incongruous to offer this kind of content with canned coffee, whose core consumer is the salaryman. However, the readership of manga in Japan is much wider than that of comic books in other countries; content that might appeal to younger — or even adolescent — males can equally be liked by young (and old) businessmen in suits.
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