In October 2023, the "Meiji Hokkaido Tokachi Milk Yogurt" series underwent a significant renewal, marking a fresh chapter for the popular yogurt brand. The first WEB commercial, titled "Shaberu Yogurt!?" or "Talking Yogurt!?", was officially released on April 11, 2025. This new advertisement features the talented voice actor Kenjiro Tsuda, who takes on the role of a supermarket employee in a humorous and engaging way.
In the commercial, Tsuda passionately portrays a supermarket clerk attempting to capture the attention of housewives. His performance is characterized by his unique ability to switch between four different voice styles: "Ikeoji style," which embodies a trendy older man, "Kansai dialect," a playful regional accent, "child style," reminiscent of a youthful tone, and "narrator style," which adds a dramatic flair. This creative approach not only showcases Tsuda's versatility but also highlights the yogurt's appeal through a relatable narrative.
The storyline revolves around Tsuda's character using various tactics to express the yogurt's feelings to passing shoppers, particularly housewives. The ad is designed to resonate with viewers, drawing them into the whimsical world of yogurt sales. Tsuda's dynamic vocal performance is complemented by a nostalgic yet modernized jingle in the background, which he sings himself. This catchy tune mimics the familiar sounds of supermarket announcements, further enhancing the ad's charm.
As part of this marketing campaign, the commercial introduces a new product: the "Meiji Hokkaido Tokachi Milk Yogurt Melon." This flavor, which became available for purchase on March 31, 2025, combines high-quality raw milk sourced from Tokachi, Hokkaido, with the company’s proprietary lactic acid bacteria known as "Tokachi Milk Lactic Acid Bacteria TM96." Additionally, the yogurt is infused with domestic melon juice, creating a delightful blend that promises to satisfy consumers' taste buds.
In a behind-the-scenes interview, Tsuda reflected on his experiences with previous Tokachi Yogurt commercials, noting their impactful nature. He expressed excitement about using the Kansai dialect in this latest ad, describing it as a fun opportunity. Tsuda praised supermarket employees, acknowledging their skills in engaging customers and selling products effectively. He shared his admiration for their ability to communicate actively, stating, "I think it's amazing how supermarket employees can actively communicate and sell products. I had a lot of fun doing it myself!"
When asked about his aspirations beyond voice acting, Tsuda mentioned an interest in drawing and music creation, indicating a creative spirit that transcends his current profession. He also humorously recounted a time when he faced multiple rejections during part-time job interviews, a relatable experience that many can empathize with.
As for the commercial's highlights, Tsuda noted that the comedic interplay between shoppers and the store clerk is a key element that viewers will enjoy. He emphasized the importance of the comedic timing and the lively exchanges that make the ad entertaining. "I believe the comedic interactions between shoppers and the clerk will be enjoyable for viewers," he remarked. Tsuda also expressed hope for future collaborations, suggesting he would like to portray a dandy character in potential sequels to the commercial.
Overall, the "Meiji Hokkaido Tokachi Milk Yogurt" WEB commercial not only serves as a promotional tool for the brand but also showcases Tsuda's exceptional talent and ability to connect with the audience. As the yogurt brand celebrates nearly 30 years of history, the introduction of the melon flavor and the engaging advertisement are poised to attract new customers while delighting longtime fans.
The commercial's release is part of a broader strategy to rejuvenate the brand and appeal to a modern audience. By leveraging Tsuda's popularity and unique voice acting skills, the campaign aims to create a lasting impression in the competitive yogurt market. With its blend of humor, nostalgia, and quality ingredients, the "Meiji Hokkaido Tokachi Milk Yogurt" series is set to make waves in grocery aisles across Japan.
As the yogurt industry continues to evolve, this innovative approach to advertising highlights the importance of creativity and relatability in connecting with consumers. The "Shaberu Yogurt!?" commercial exemplifies how brands can effectively engage their audience while introducing new products that cater to changing tastes.
