Showa Era retro snacks at Lawson

Written by: Rebecca Milner on August 3, 2008 at 11:54 pm | In MARKETING IDEAS | No Comments

Lawson is currently featuring a special summer Showa Fair with a line-up of packaged snacks from the era. The 13 item series, available though August, includes long-selling favorites from the 60s to the 70s in their original package design. Although the Showa period technically lasted from 1926-1989, Lawson’s retrospective, and other similar ones, focus on the latter half.

Some, like Glico’s Pocky look wonderfully outdated while others, like Calbee’s Ebi-sen look pretty much the same as they always do.

Lotte is even bringing back its yellow packaged “Juicy and Fresh” gum, though with a modern update of extra vitamins. The prices are, unfortunately, all modern as well.

The Showa retro boom has been going strong for at least a year now, so it does seem like Lawson is getting into the game a little bit late. Perhaps it took that long to get all the different companies to cooperate. Or marketers who like beating a good boom to death. Either way, there is no time like the summer for nostalgia!

Or a cold glass bottle of cider. Three F is releasing a series of classic, locally inspired cider in seven varieties.

Included in the line-up is “Yokahama Cider,” supposedly where cider made its Japanese debut, and “Ramune Shop Cider,” with a Showa era label in homage to the original ramune, which reportedly first appeared in Tokyo’s Nakano district around Showa 30. Taste apparently differs based on the local water and fruit juices used.

Tags: beverages, Convenience Stores, FMCG, Lawson, Localization, Retro, Showa
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS