Milk ice cream “Meiji Dear Milk” new release commemoration “Meiji’s seriousness” “nothing added” pure white advertisement jacks in the car Japan Top News

Japan’s first*!“Nothing added” ice cream made only with raw materials and dairy products will be posted on the experience advertisement from March 31 (Friday)

Meiji Co., Ltd. (President: Katsuya Matsuda) is the first* new milk ice cream in Japan made with “ingredients and dairy products only” released on March 27, 2023 (Monday) “Meiji Dear Milk”. The imaged transit advertisement will be posted on Tokyu Toyoko Line vehicles for about two weeks from Friday, March 31, 2023 to Saturday, April 15, 2023. *Research by Meiji Co., Ltd.

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About “nothing added” experiential ads

This advertisement was planned to commemorate the launch of the new milk ice cream “Meiji Dear Milk” developed by Meiji. The concept is “adding nothing”. In line with the characteristics of the ice cream product, which is “ingredients and dairy products only” with nothing added, the inside of the vehicle is also finished with a pure white advertisement that “does not add anything”. There are only a few package photos of “Meiji Dear Milk”, and the product name and copy are varnished without using ink. In the corners of the ad, the words “Meiji, new invention of ice cream” and “Dear Milk” are written in transparent letters so that you can’t notice them unless you look closely. By posting in the middle, above the window, and next to the door, the inside of the train becomes a space surrounded by pure white advertisements as far as the eye can see, providing an ice cream experience that uses only dairy products.

It is completed with a “subtractive” concept of stripping off the ingredients, which is the exact opposite of the ice cream market trend of adding various ingredients according to the needs of the season and fashion, using raw materials using unique technology and a particular manufacturing method. We hope that the novelty of Meiji Dear Milk and Meiji’s seriousness about this product will be conveyed through pure white experiential advertising. With the same idea as the product, instead of cramming the message you want to convey, please look for and experience the serious advertising of the Meiji era that has been stripped down to a simple message.
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[transportation advertisement details]
・ Posting period: March 31 (Friday) to April 15 (Saturday), 2023
・Posted routes and vehicles: In-vehicle advertisements for all trains (8 vehicles in total) on the Tokyu Toyoko Line
*Please refrain from contacting railway companies or station staff regarding organization and operation information.
*Operating period is tentative and subject to change or cancellation without notice.
*The service may be suspended even during the operating period.
*There may be times when the service will not be available on the last day due to removal work.

Jack the wall of Shibuya Station for a week from April 17 (Monday)

The “nothing added” advertisement will be displayed on the walls of two underground areas of Shibuya Station for a week from April 17th (Monday) to April 23rd (Sunday). In order to embody the ice cream of “ingredients and dairy products only”, the product name is kept to the minimum size and the entire wall is covered in pure white, just like the traffic advertisement. Please experience Meiji’s serious advertisement.

[Wall advertisement details]
・ Posting period: April 17 (Monday) to April 23 (Sunday), 2023
・Posted location: Tokyu Den-en-toshi Line Shibuya Big 20/8B (Shibuya Station B2F)
*The posting period is tentative and subject to change or cancellation without notice.

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About the new product “Meiji Dear Milk”

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Meiji has developed a new milk ice cream “Meiji Dear Milk” using 100% domestic dairy products (manufactured in Tokachi, Hokkaido) with the aim of “milk cup ice cream that maximizes the taste of milk” from March 27, 2023. Released in the Kanto area*1. In addition, it is also treated as a hometown tax return gift in Memuro-cho, Kasai-gun, Hokkaido.

This product is an ice cream made only with our carefully selected domestic dairy products (manufactured in Tokachi, Hokkaido), where you can enjoy the original taste of milk with a rich, rich and refreshing aftertaste. As raw materials, fresh cream with a strong milk flavor and a refreshing aftertaste is used. In addition, the world’s first * 3 technology “freezing point concentration method” that “freezes and removes the moisture in raw milk” used in “Meiji Oishii Low Fat Milk” and “Meiji Oishii Milk Calcium” is used for dairy ingredients. , You can enjoy the original aroma and rich flavor of raw milk. You can enjoy the richness of milk, refreshing aftertaste, and smooth texture that can only be achieved by increasing the milk fat and non-fat milk solids content by using carefully selected raw materials produced by our original manufacturing method.

*1 Route limited (supermarkets, drugstores, co-ops), *2 Manufacturing method patent number: Patent No. 4079440, *3 Third-party research

・”Meiji Dear Milk” brand site URL:Link

Press release provided by: PR TIMES Link