#Japan #Tokyo #Meiji Dear Milk #dairy ice cream #white-out ads

Meiji Dear Milk's Innovative Marketing Push

On May 18, Meiji Co., Ltd., under the leadership of CEO Katsuya Matsuda, launched a unique advertising campaign for its ice cream product "Meiji Dear Milk". This ice cream, notable for being made entirely of dairy products—without any additives—features a striking white-out advertisement style. The campaign is set to run from May 15 to May 31 across various train lines, including the Den-en-toshi Line and the Midosuji Line.

The Concept Behind the White-Out Ads

The essence of the campaign revolves around the idea of using nothing but dairy ingredients to create a product that is truly pure. By displaying the product in a stark, white-out format, Meiji aims to emphasize that "Meiji Dear Milk" contains nothing but 100% dairy. The advertisements cleverly omit the product packaging, allowing viewers to focus solely on the idea of purity and simplicity in dairy ingredients. Accompanying photographs of people enjoying the ice cream in various settings serve to highlight its deliciousness and universal appeal.

Advertising Schedule & Locations

• - Den-en-toshi Line: May 15 - May 31, 2025
• - Yamanote Line: May 16 - May 30, 2025
• - Midosuji Line: May 18 - May 31, 2025
• - Shibuya Station: May 19 - May 25, 2025

Important Notes

• - The announcements are part of a well-thought-out strategy, combining real customer feedback with innovative marketing techniques. Meiji surveyed approximately 10,000 consumers to understand their perceptions of the product and to emphasize the concept that combines richness with a refreshing aftertaste.

Consumer Insights on “Meiji Dear Milk”

The findings from the survey reveal some interesting insights:
1. Delightful Breakfast Option: About 11.5% of regular consumers reported enjoying ice cream as a breakfast option, attributing this to the light and pleasant taste of the ice cream due to its pure ingredients.
2. Taste Mimicking Fresh Cream from the Farm: Nearly 30% of fans have praised it for having a flavor reminiscent of soft serve enjoyed at a farm, emphasizing that the lack of additives enhances the experience.
3. Appeal Beyond Ice Cream Lovers: Surprisingly, 16.8% of individuals with low preferences for ice cream became repeat buyers of "Meiji Dear Milk", drawn in by its comforting sweetness and clean taste that sets it apart from conventional ice creams.

New Web Commercial Release

As part of this campaign, a new web commercial titled "Nothing Added Ice Cream" will debut on May 15 on both the brand's official website and YouTube. The ad captures individuals relishing "Meiji Dear Milk" during various everyday moments, from breakfast to enjoying time with family. The absence of product packaging in the visuals emphasizes the purity and simplicity of the ingredients.

About "Meiji Dear Milk"

"Meiji Dear Milk" stands out as the first ice cream in Japan crafted solely from dairy ingredients (manufactured in Hokkaido, Tokachi). Traditional ice creams often mix various materials to enhance flavor, whereas this product aims to spotlight the inherent sweetness and richness found in pure milk. Its innovative formulation allows it to maintain a deep, rich flavor with a refreshing aftertaste that consumers thoroughly enjoy.

Overall, this campaign not only reflects Meiji's commitment to quality ingredients but also resonates with evolving consumer trends that favor natural and simple food items. With the combination of a unique advertising strategy and strong consumer engagement, "Meiji Dear Milk" is poised to strengthen its place in the market as a beloved ice cream option.