Earth Pharmaceutical Redesigns Mondamin Oral Rinse for Modern Oral Care
In an impressive move after 38 years, Earth Pharmaceutical Co., Ltd., headquartered in Chiyoda, Tokyo, has completely renovated its popular mouthwash, Mondamin, set to launch on August 20, 2025. Known for its role in promoting oral hygiene, the brand now shifts its focus from merely protecting oral health to a more holistic approach aimed at 'oral age care'—a revolutionary perspective in maintaining both beauty and health through proper oral care.
The revitalization comes with a fresh new visual identity. The brand has partnered with well-known figures in Japanese entertainment: actor Shun Oguri, actress Mei Hata, and the artist group Da-iCE, who will be featured in a new TV commercial beginning September 8, 2025. The ad highlights everyday moments in a way that makes Mondamin feel like an essential part of the viewer's daily routine. Adding to the excitement, the commercial will feature Da-iCE's latest track, "Tasty Beating Sound," set to be released on September 24, 2025. The song, carrying a theme of joy and celebration, is structured in the traditional Japanese haiku format, making it enjoyable for audiences of all ages.
Recent trends in oral healthcare, including the nationwide introduction of dental check-ups, have sparked greater public interest in oral hygiene practices. However, a survey conducted by Earth Pharmaceutical revealed that around 14 million people acknowledge that brushing alone is often insufficient for oral health, highlighting the great potential for products that support daily care like mouthwash. Often, remnants of food and plaque can build up in the mouth, leading to an accelerated 'oral age.' Hence, the new focus on 'oral age care' has led to this comprehensive product rebranding.
The refreshed logo symbolizes 'refreshing both the mouth and the heart,' as well as the promise of leading to brighter, healthier days ahead. Utilizing sharp triangular motifs, the new design embodies freshness, cleanliness, and an approachable image for a daily use product that integrates seamlessly into users' lives.
In addition to the aesthetic update, significant improvement has been made to the product's cleaning effectiveness by removing oral residue that brushing may miss. The flavor and stimulation level, which have been fine-tuned through years of consumer preference research, offer a more pleasant experience. The packaging has also been ergonomically designed for easy handling while ensuring the labels can be peeled off, catering to consumer convenience.
With this rebranding initiative, Earth Pharmaceutical aims not only to establish regular oral care practices among users but also to expand the mouthwash market significantly.
Segments:
Broadcast Start Date: September 8, 2025
Star Cast: Shun Oguri, Mei Hata, Da-iCE
Broadcast Area: Nationwide
The narrative begins with an engaging call from Oguri, Hata, and Da-iCE, showcasing various cheerful moments in daily life. The storyline emphasizes the importance of caring for one's 'oral age,' culminating in the uplifting message, 'Smile with a healthy mouth.'
Shun Oguri's Experience:
Oguri commented on how the shoot started in a beautifully lit studio, creating a premium feel that matches the product. He particularly enjoyed the long, continuous filming scene that underscored the concept of sophistication. His meticulous attention to detail during shoots, especially with products, highlighted his dedication as an artist.
Mei Hata's Thoughts:
Hata expressed her delight in being the ambassador for a product she already loves, highlighting its refreshing taste and improved usability. Sharing the importance of oral care in her line of work, she emphasized the product's convenience in her acting profession.
Da-iCE's Insights:
The band members spoke about their daily oral care habits, including the use of floss and the new Mondamin product to maintain freshness before performances. They also mentioned how closely they relate to the product's message of caring for one’s smile and the innovative new music integrated into the ad campaign.
To celebrate the brand's new launch, a 'Smile Support Campaign' will run from August 20 until October 31, 2025. Customers spending over 600 yen on Mondamin products can enter to win various prizes designed to 'bring smiles,' appealing to a wide demographic. Full details can be found on the campaign page host site.
As Earth Pharmaceutical continues to innovate and enhance the Mondamin brand, it not only redefines oral care but also encourages consumers to embrace a routine that fosters health and happiness.
New Packaging Design
The revitalization comes with a fresh new visual identity. The brand has partnered with well-known figures in Japanese entertainment: actor Shun Oguri, actress Mei Hata, and the artist group Da-iCE, who will be featured in a new TV commercial beginning September 8, 2025. The ad highlights everyday moments in a way that makes Mondamin feel like an essential part of the viewer's daily routine. Adding to the excitement, the commercial will feature Da-iCE's latest track, "Tasty Beating Sound," set to be released on September 24, 2025. The song, carrying a theme of joy and celebration, is structured in the traditional Japanese haiku format, making it enjoyable for audiences of all ages.
Details on the Revamped Mondamin
Recent trends in oral healthcare, including the nationwide introduction of dental check-ups, have sparked greater public interest in oral hygiene practices. However, a survey conducted by Earth Pharmaceutical revealed that around 14 million people acknowledge that brushing alone is often insufficient for oral health, highlighting the great potential for products that support daily care like mouthwash. Often, remnants of food and plaque can build up in the mouth, leading to an accelerated 'oral age.' Hence, the new focus on 'oral age care' has led to this comprehensive product rebranding.
The refreshed logo symbolizes 'refreshing both the mouth and the heart,' as well as the promise of leading to brighter, healthier days ahead. Utilizing sharp triangular motifs, the new design embodies freshness, cleanliness, and an approachable image for a daily use product that integrates seamlessly into users' lives.
In addition to the aesthetic update, significant improvement has been made to the product's cleaning effectiveness by removing oral residue that brushing may miss. The flavor and stimulation level, which have been fine-tuned through years of consumer preference research, offer a more pleasant experience. The packaging has also been ergonomically designed for easy handling while ensuring the labels can be peeled off, catering to consumer convenience.
With this rebranding initiative, Earth Pharmaceutical aims not only to establish regular oral care practices among users but also to expand the mouthwash market significantly.
New TV Commercial Overview
Segments:
- - "Brand Story": 60 sec / 30 sec
- - "Oral Age" : 30 sec / 15 sec
- - "Laugh More" : 15 sec
- - "Usage Scene - Day" : 15 sec
- - "Da-iCE" : 30 sec / 15 sec
Broadcast Start Date: September 8, 2025
Star Cast: Shun Oguri, Mei Hata, Da-iCE
Broadcast Area: Nationwide
The narrative begins with an engaging call from Oguri, Hata, and Da-iCE, showcasing various cheerful moments in daily life. The storyline emphasizes the importance of caring for one's 'oral age,' culminating in the uplifting message, 'Smile with a healthy mouth.'
Experience From the Stars
Shun Oguri's Experience:
Oguri commented on how the shoot started in a beautifully lit studio, creating a premium feel that matches the product. He particularly enjoyed the long, continuous filming scene that underscored the concept of sophistication. His meticulous attention to detail during shoots, especially with products, highlighted his dedication as an artist.
Mei Hata's Thoughts:
Hata expressed her delight in being the ambassador for a product she already loves, highlighting its refreshing taste and improved usability. Sharing the importance of oral care in her line of work, she emphasized the product's convenience in her acting profession.
Da-iCE's Insights:
The band members spoke about their daily oral care habits, including the use of floss and the new Mondamin product to maintain freshness before performances. They also mentioned how closely they relate to the product's message of caring for one’s smile and the innovative new music integrated into the ad campaign.
Exciting Marketing Campaign
To celebrate the brand's new launch, a 'Smile Support Campaign' will run from August 20 until October 31, 2025. Customers spending over 600 yen on Mondamin products can enter to win various prizes designed to 'bring smiles,' appealing to a wide demographic. Full details can be found on the campaign page host site.
As Earth Pharmaceutical continues to innovate and enhance the Mondamin brand, it not only redefines oral care but also encourages consumers to embrace a routine that fosters health and happiness.
Topics Consumer Products & Retail）
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