In an inspiring blend of tradition and innovation, Japan’s esteemed beverage giant Kirin has launched a unique venture, a non-alcoholic drink that captures the essence of its heritage while embracing a fresh global outlook.
Kirin’s latest product, a bottled black tea named Gogo-no-kocha, which translates to “Afternoon Tea,” has attracted attention not just for its delightful flavor but also for its captivating promotional approach.
This new beverage is carefully crafted using the finest Ceylon tea sourced from the lush landscapes of Sri Lanka, marking a significant diversification from Kirin’s renowned lineup of beers.
To introduce this exciting addition, Kirin designed an advertising campaign that is as invigorating as the beverage itself. The commercial, shot entirely in Sri Lanka, offers more than a glimpse of a product; it tells a tale of exploration and enchantment.
The ad follows a Japanese businessman who embodies both the curious traveler and the modern consumer, on a picturesque train journey through Sri Lanka’s heartland. As the train winds through the verdant hills, viewers are treated to stunning vistas of expansive tea plantations basking in the gentle sun. This tranquil voyage reflects the tea leaves’ own path from the fertile soils of Sri Lanka to a refined drink enjoyed around the world.
This storyline not only emphasizes the origin and quality of the ingredients, but also beautifully showcases the cultural and geographical richness of Sri Lanka. The commercial, with its peaceful landscapes and soothing narrative rhythm, serves as an unintended yet potent endorsement of Sri Lankan tourism. By linking the relaxing qualities of Kirin’s Gogo-no-kocha with the island’s serene settings, the ad invites viewers to experience the tranquility and beauty of Sri Lanka themselves.
The Sri Lanka Tourism Board should warmly receive this portrayal, appreciating the opportunity to broadcast the nation’s scenic splendor and rich tea heritage globally in such an elegant manner. This enhances the tourism sector, drawing tea lovers and travelers to the peaceful island to discover its renowned tea gardens.
Kirin’s decision to film the commercial in the actual locations where the tea is harvested not only lends authenticity to the ad but also deepens the connection between the consumer and the product. It allows viewers to appreciate the origins of the tea they are enjoying and the careful attention to detail that goes into its production.
This strategic marketing move by Kirin has earned widespread praise, demonstrating how traditional products can be revitalized through innovative promotion and authentic storytelling. As Kirin’s Gogo-no-kocha gains popularity, it stands as a testament to the effectiveness of merging cultural heritage with contemporary marketing strategies, all while fostering global appreciation and connections.
