Just as soon as we posted about a few products targeting students studying for entrance exams, a whole flood of press releases for other examples came in. Most notable of the bunch is the “Countdown Clock” from Sega Toys. As the name suggests this little digital clock displays not only the current date and time but also the number of days (or minutes) until the BIG DAY. While the clock can obviously be used for other big days (a wedding, birth of a child etc), the current marketing is aimed at students anticipating entry exam day.
Case in point, on December 25th, when the clock officially goes on sale, the Countdown Clock website will feature “designer” covers created by a popular instructor at the Yoyogi Seminar (a well-known prep school) and students at Tokyo University (argued to be Japan’s best).
Other products intended to encourage or bring luck to students that we’ve noticed include: sakura (cherry blossom) scented laundry detergent (for luck) from Nissan Soap and a “tonkatsu” (fried pork cutlet) sauce from Bulldog called “Prayer for school success sesame ton-katsu”—“katsu” is a play on words as it means both “cutlet” and “to win,” and the character for the latter is used in the name. Bulldog is also quick to point out that pork contains vitamins B1 and B12, purported to defend against stress. Actually these two are probably for worked up mothers who feel they need to do more than make sure their kids study an extra five hours a day.
Meanwhile Glico’s Pocky snack has an interesting campaign called “Choose your fortune by Pocky.” Inside each box (marked with cherry blossoms) is a card with a QR code that, when read by a mobile phone, produces a fortune (hopefully for good luck). And Tirol Chocolate weighs in with “sakura mochi” flavored chocolates and another variety in packaging featuring the five yen coin (both symbols of good luck).
Of course the current recession means that fewer graduates will land choice jobs—all the more reason to study hard to get into a top university to better your chances. But no pressure or anything kids! Just grab a handful of those chocolates…
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