#Japan #Tokyo #BREAK #THE SMOKING ROOM #Tabio MEN

New Scratch Campaign Unveiled in Tokyo Office Smoking Areas

In an exciting collaboration, Kosodo Inc. and New Technology Inc. are launching a scratch-off campaign at three smoking areas in downtown Tokyo starting September 29, 2025. This initiative is part of their office smoking area signage media, "THE SMOKING ROOM VISION BREAK" (referred to as "BREAK"), and has been developed in partnership with Tabio Co. Ltd., known for their high-quality socks.

Campaign Details

The first phase of the campaign will run until October 12, 2025, featuring a special short film, "THE SOCK CODE", starring Yosuke Kubozuka. During this period, smokers at three selected locations can participate in the scratch-off campaign utilizing BREAK's new service called "BREAK touch". Participants will have the chance to win premium men's socks called "Richelle Socks" right on the spot.

Locations and Timeline

The scratch-off campaign launches from October 1 to October 3, covering the following smoking areas:
1. THE TOBACCO 2:50.76 (Marunouchi)
2. THE TOBACCO OTEMACHI YUKIAN (Otemachi)
3. THE TOBACCO SHINAGAWA (Shinagawa)

Target Products:

• - Tabio Prize: Tabio MEN "Richelle Loose Socks"
• - THE TOBACCO Prize: Original sticker from THE TOBACCO
• - Participation Prize: Exclusive coupon code for Tabio MEN online store (limited to the number of available codes)

Understanding Office Smokers

Recent studies revealed that business professionals who use smoking areas are 1.6 times more likely to pay attention to their grooming compared to non-smokers. This insight drove the campaign's focus on providing an engaging experience for this audience. The intention is to enhance brand recognition and encourage product use by allowing smokers to experience the carefully crafted Tabio MEN socks firsthand.

Comments from Key Representatives

Ryo Shimizu, Head of Multimedia Planning at Tabio Co., expressed that the initiative aims at the historically grooming-sensitive demographic among smokers, emphasizing the craftsmanship behind each pair of socks. By encouraging business professionals to take note of their attire, the campaign hopes to expand the customer base while fostering a deep connection with the brand.

Kosodo's CMO Kenta Yukawa also noted the importance of enriching the break time experience for urban professionals. The newly introduced "BREAK touch" aims to provide tactile engagement that transcends traditional advertisement methods, creating memorable brand interactions for users during their downtime.

About Tabio MEN "RICHELLE SOCKS"

• - Product Name: Richelle Loose Socks
• - Material: 93% Cotton, 6% Nylon, 1% Polyurethane
• - Size Range: 23.0–25.0 cm / 25.0–27.0 cm
• - Price: 1,980 yen (tax included)
• - Color Options: Available in White, Black, Dark and Light Gray, Light Pink
• - Special Page: THE SOCK CODE

About BREAK

BREAK aims to update the brief breaks taken by urban business professionals, delivering valuable insights and experiences in digital signage format. As of September 2025, 403 installations exist in office buildings and shared facilities throughout Tokyo, offering not only video advertisements but also unique product sampling opportunities that create lasting impressions.

This innovative approach ensures a fresh take on break time for busy professionals, encouraging them to pause and engage with meaningful content and experiences.

For More Information: Contact Kosodo for advertising inquiries or to partake in this groundbreaking campaign.