On March 27, 2025, the popular Japanese boy band Snow Man made waves at the launch event for their new commercial collaboration with Calbee's potato chips, Crisp, held in Tokyo. The event saw all nine members of the group in attendance, showcasing their excitement for the campaign that is set to begin airing on April 7, 2025.
Ren Meguro, 28, expressed his delight at being chosen as the character for a product that feels familiar and beloved. "I think it’s a wonderful opportunity to be selected as the CM character for a product that is close to us," he said, reflecting on the significance of the collaboration.
Raul, the youngest member at 21, added to the enthusiasm, stating, "I’m happy that everyone is appearing in the CM together. I believe everyone has enjoyed Calbee products since childhood, so it’s great to be part of this project." His joy was palpable, highlighting the nostalgic connection many have with the brand.
During the presentation, Koji Mukai, 30, mentioned how integral the product is to their work. "We are currently on a stadium tour rehearsal, and it’s so easy to snack on during breaks, making it a necessity for us," he noted. His comment resonated with fans who appreciate the behind-the-scenes glimpse into the lives of their favorite idols.
Watanabe Shota, 32, brought humor to the proceedings, jokingly declaring that he eats about ten chips at a time, which might lead him to feel like a potato himself. "I have to be careful not to become a potato!" he quipped, prompting laughter from his bandmates and the audience.
The new campaign will feature a total of nine different commercials, each focusing on a different member of Snow Man. Tatsuya Fukazawa, 32, expressed his excitement about the variety, saying, "Having nine different commercials is a luxury. I hope everyone enjoys watching to see who the roulette will stop at!" This playful approach adds an element of excitement for fans, as they anticipate seeing their favorite member highlighted.
Ryohei Abe, 31, shared a unique aspect of the campaign: "We all challenged ourselves to incorporate 'Crisp' into our sentences. It’s fun and something everyone can mimic!" This playful twist not only showcases their creativity but also invites fans to engage with the campaign in a lighthearted manner.
The commercials will feature catchy phrases that reflect each member's personality, such as, "Let’s enjoy Crisp together?" and "The deliciousness of potatoes seeps in!" Members will express their love for the product in charming and catchy ways, ensuring that the ads resonate with viewers.
Filming for the commercials took place against a vibrant backdrop of orange and blue boards, symbolizing the roulette theme of the campaign. The members took turns in front of the camera, each delivering their lines with enthusiasm. For instance, Ikuto Iwamoto exclaimed, "Let’s enjoy Crisp together?" while Fukazawa delivered his line, "The deliciousness of potatoes seeps in!"
Snow Man's creativity shone through as they demonstrated fun ways to enjoy the chips, such as stacking them to create a duck face or carefully balancing multiple chips. During the shoot, Daisuke Sakuma was particularly noted for his continuous enjoyment of the chips, humorously remarking, "They keep giving me more chips when the camera isn’t rolling, so it’s a win-win situation!" His lightheartedness added to the upbeat atmosphere of the event.
As part of the promotional strategy, Calbee's PR department announced the launch of their official X (formerly Twitter) account, which will kick off a campaign on April 8, 2025. Fans can participate in the '#SnowMan and Fun Crisp Repost CP' campaign, where engaging with their tweets will result in an auto-reply featuring the long version of the new TVCM for the corresponding member. This interactive element encourages fans to engage with the brand and the band, fostering a sense of community.
With the new commercials set to air soon, excitement is building among fans and consumers alike. Snow Man's collaboration with Calbee not only highlights their popularity but also their ability to connect with audiences through humor and creativity. The blend of nostalgia and modern marketing strategies promises to make this campaign a memorable one.
As the countdown to the commercial launch begins, fans are eager to see how their favorite idols will shine in the spotlight, bringing a delightful mix of charm and personality to the beloved Calbee brand. This partnership exemplifies how entertainment and consumer products can intertwine to create engaging and enjoyable experiences for all.
