{"id":10448,"date":"2014-07-16T00:00:00","date_gmt":"2014-07-15T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10448\/"},"modified":"2020-09-08T10:07:18","modified_gmt":"2020-09-08T02:07:18","slug":"boss-coffee-aliens-communication-skills","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10448\/","title":{"rendered":"Boss Coffee: Alien\u2019s Communication Skills"},"content":{"rendered":"\n

Coffee has become a staple for many white collar workers. Whether you like to make it yourself, buy a fresh one in Starbucks or grab a canned one from the convenience store, everyone could easily get one to ease their caffeine addiction or as quick fix to refresh their minds. \u00a0 <\/p>\n\n\n\n

It is precisely because drinking coffee has become a common demand in our daily lives that more and more brands throw themselves in the market for a piece of share. If you want to stand out in this fiercely competitive market, you need to have big idea to steal the spotlight. There is one particular brand in Japan has been consistently outstanding in its marketing performance\u2014Boss Coffee. \u00a0 \u00a0 <\/p>\n\n\n\n

The Right<\/strong> \u00a0 <\/p>\n\n\n\n

Japanese people have a weirdly wonderful way of doing marketing, they love celebrity endorsement. When you turn on the TV, even though you can\u2019t understand a word of Japanese, but you would definitely recognize those familiar faces, Japanese, American, French or even Korean celebrities! It doesn\u2019t matter which country they are from, as long as they are famous and internationally recognized. Hiring a celebrity to endorse your product is a shortcut to drawing in audiences. Celebrities have certain popularity and images they project. If you combine it well, consumers will associate it with your product in no time. Boss Coffee belongs to Suntory group. They spent handsome amount of money to invite the male leading actor in the movie MIB, Tommy Lee Jones as their image ambassador. Their most notable advertising piece is the \u2018Alien Jones Investigating Earth\u2019 series. <\/p>\n\n\n\n

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\u25b2French actor, Jean Reno acted as Doraemon to endorse for ReBorn series of Toyota.\u00a0 \u00a0 <\/p>\n\n\n\n

The first commercial was set in a fast food restaurant, starting from a dialogue between two white collar workers:\u00a0 \u00a0 \u201cI heard that aliens changed themselves into human beings to have a normal life, do you know? \u201d \u201cNope\u201d \u201cI heard that they are investigating earth. After watching one movie, one alien changed himself into Tommy Lee Jones. Hahaha.\u201d Subtitle: Alien Jones Investigating Earth Jones\u2019 narration: \u201cResidents on this planet are missing something, however, the sunrise on this planet is beautiful.\u201d \u00a0 This series started in 2006 and have released over 30 TV commercials so far. The structure of each commercial is the same where Jones experiences a job and announces his observation on his investigated objects. \u00a0 <\/p>\n\n\n\n

Example: Young construction worker.<\/p>\n\n\n\n

Setting: At the construction site. Jones leans next to a small truck and is sawing the log, experiencing the life of a blue collar worker. The supervisor was scolding a young worker, \u201cHow many times do I have to teach you the same thing? If you don\u2019t want to do it, then don\u2019t bother to come tomorrow!\u201d<\/p>\n\n\n\n

Subtitle: Alien Jones Investigating Earth<\/p>\n\n\n\n

Jones\u2019 narration: On this planet, people always criticize harshly on a group of people called the \u2018youngsters\u2019.<\/p>\n\n\n\n

Jones was listening to the scolding and didn\u2019t pay attention to his excessive sawing and ended up sawing off the loading deck of the small truck. The next day, Jones was also fired and he grabbed a can of Boss Coffee to give to the young man. The young man whimpered, \u201cI\u2019ve never been scolded before, it\u2019s actually kind of nice.\u201d\n\nJones\u2019 narration: \u201cThe young people on this planet are quite complicated.\u201d\n<\/p>\n\n\n\n

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\n\u25b2Jones experiences each vocation, observing earthling\u2019s life.\n<\/p>\n\n\n\n

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\u25b2Jones practiced as an unlicensed doctor and was caught. \u00a0 <\/p>\n\n\n\n

Creating Something Irreplaceable<\/strong> \u00a0<\/p>\n\n\n\n

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