A unique collaboration between "Baby Star" and "T Card Big Data" has been realized! Baby Star, born from "big data" and "enjoying it with movies," is born.
2018.07.23
Press Releases
Oyatsu Company Ltd. / CCC Marketing Co., Ltd.
-Pre-sale at TSUTAYA from Thursday, August 2nd-
Oyatsu Company Ltd. (Head office: Tsu City, Mie Prefecture; President and CEO: Teshima Fumio) is running various promotions to expand Baby Star consumption opportunities as its flagship product, Baby Star, celebrates its 60th anniversary since its launch. In collaboration with CCC Marketing Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura), a group company of Culture Convenience Club (CCC) that operates a marketing platform business, we have taken on the challenge of planning a Baby Star that utilizes T-Card big data, and have developed a Baby Star that can be "enjoyed along with movies."Three new "Baby Star Deka Ramen" products, featuring wide noodles perfect for "eating while doing other things," will be available for pre-sale at TSUTAYA stores from Thursday, August 2, 2018, ahead of their nationwide release on Monday, September 10, 2018.
Baby Star, a candy store startup, takes on a new challenge! A snack born from big data
Baby Star, which created a revolutionary new eating style of ramen, where you eat it with your hands, has captured the hearts of many children, especially those in candy stores, with its unique shape and flavor. To mark the 60th anniversary of its release, Oyatsu Company has ventured into new territory for the first time in its history. Utilizing CCC Marketing's lifestyle database of 67 million people, we analyzed trends in preferred food and drink for each movie genre. Based on the results of this analysis, we selected flavors that matched the genre of the film, and planned and developed Baby Star that incorporates elements that make you want to enjoy it along with the film. The "Baby Star Dekakai Ramen" series features wide noodles that are easy to pick up, making it perfect for enjoying snacks while watching a movie, and will offer flavors that match the genre of the movie.
■Does it really suit you? Try it with your tongue! Baby Star will make your movie experience even more enjoyable!
When analyzing the purchasing relationship between "horror movies" and "snacks," it was found that users who rent "horror movies" tend to prefer meat-based delicacies after renting them, perhaps due to an increased desire to watch horror movies while feeling more real. We chose "beef jerky" as the flavor, and created a robust flavor that is addictive, with the delicious taste of beef jerky spreading in your mouth with every bite.
When analyzing purchasing trends for "fantasy movies," "sweets," and "drinks," we found that after renting a "fantasy movie," people tend to buy large quantities of drinks and snacks, indicating a desire to enjoy an excitement and thrill that is impossible in reality with friends. Therefore, we chose pizza as the flavor, a party staple that is popular with a wide range of age groups and can be shared by a large group, and created an exquisite, satisfying taste with the delicious flavor of cheese and spicy pizza sauce.
When analyzing purchasing trends for "romance movies," "drinks," and "sweets," we found that many women have a strong desire for glamorous yet positive things, and that after renting a "romance movie," they tend to prefer citrus drinks and rich-tasting sweets. Therefore, we selected "cheese" as the flavor, which goes well with citrus alcohol and is popular among women, to create a rich taste. The creamy cheese flavor fills your mouth, allowing you to immerse yourself in the richness of the cheese.
*This product is a snack and does not guarantee any psychological changes.
■TSUTAYA In-Store Promotion ~Special Movie Feature: Watch While Eating Baby Star, Recommended by TSUTAYA~
To coincide with the early release of the film at TSUTAYA from Thursday, August 2, 2018, a promotion featuring "movies you'll want to watch while eating Baby Star" recommended by TSUTAYA will be held for a limited time until Saturday, September 22. By conveying the concept of enjoying Baby Star, which matches the film, as summer entertainment, the company aims to improve customer satisfaction and expand consumption opportunities through a new and unprecedented experience.
*Some stores are not eligible.
*Participating stores can be found on the special website (http://tsutaya.jp/babystar_shoplist/) for more information.
■Comments from the project manager
Baby Star has been working to revitalize the brand through unique product planning that exceeds customer expectations. Then, with the change of Baby Star brand character in 2017, we wanted to focus not only on providing fun and interesting products, but also on providing experiences that people can enjoy together, and we have been exploring ways to achieve this. In the midst of all this, we met CCC Marketing, who listened seriously to our dream story, and we were able to create "Baby Star to enjoy with movies," which marked a new frontier for Baby Star. I am amazed at how this product turned out. Who would have thought that "Baby Star, the candy store product" and "big data," which is gaining attention in the business world, would be connected?
A very interesting product has been created. If you're looking to spend some relaxing time in the cool comfort of your home during the hot summer, be sure to rent the DVD from TSUTAYA and experience the new horizons of Baby Star, now in its 60th year since its release.
[Product overview]
■Product name: Baby Star Deka Ramen (Horror Taste Beef Jerky Flavor)
■ Contents: 66g (339kcal per bag)
■ Price: Open price (estimated retail price: 120 yen excluding tax)
■ Release date: Thursday, August 2, 2018, available at TSUTAYA stores
Monday, September 10, 2018: General supermarkets nationwide
■Product name: Baby Star Deka Ramen (Fantasy Taste/Pizza Flavor)
■ Contents: 66g (329kcal per bag)
Price: Open price (estimated retail price: 120 yen excluding tax)
■ Release date: Thursday, August 2, 2018, available at TSUTAYA stores
Monday, September 10, 2018: General supermarkets nationwide
■Product name: Baby Star Dekai Ramen (Love Romance Flavor, Love Cheese Flavor)
■ Contents: 66g (326kcal per bag)
■ Price: Open price (estimated retail price: 120 yen excluding tax)
■ Release date: Thursday, August 2, 2018, available at TSUTAYA stores
Monday, September 10, 2018: General supermarkets nationwide
*Availability varies by store.
Materials related to this matter
Baby Star, born from "big data" and "enjoyable with movies," is born
Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464
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