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Premium Culture
1 April 2008
Tokyo, 
Spotted by Hisako.M
Overall rating:
Report value: $ (inexpensive)
Even though Japanese advertisements always are cluttered and pushed under severe competitive situation, I’ve never missed checking one of the most popular sales campaign tactic, using ‘premium’ to sell beverages. As other commodity industries do, each beverage company keep forcing sustainable profitability in selling their products as well as new brand, which it usually release twice a year. This premium culture (we call it as ‘OMAKE’) has extremely long history more than thirty years back. At the beginning, these sales campaigns were just for kids to sell snack, candies or ice creams that aimed building product preference. However, in the past decades, this premium promotion dramatically changed to target specific demographic not only kids but also other generation and its premiums are devised into several types and colors so that they could lead the customer purchasing repeatedly.
