Meiji highlights Chocorooms and Uprolls with anime films and pop-up in SG

Meiji is celebrating the launch of its Japanese snack product Chocorooms and Uproll in major retailers in Singapore with the release of two anime-inspired brand videos, experiential pop-ups and merchandise.

“Chocorooms and Uproll have taken a fantastical journey to arrive here, and I think Singaporeans will be delighted to try these beloved locally-produced snacks,” said Matsuoka Tatsuya, sales and marketing deputy director of Meiji Seika Singapore.

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The two brand videos each tell the tale of how Kinoyama-san, the chocolate-covered mushroom-shaped mascot for Chocorooms and Uproll-chan, the milk and strawberry chocolate-flavoured mascot for Uproll, arrive in Singapore from their respective home planets.

Titled ‘Uproll-ing in the Deep’, the brand video for Uproll shows Uproll-chan peering into a telescope to watch the constellations of chocolate and strawberries before it gets whisked away into space and lands in Singapore against the backdrop of Esplanade and Gardens by the Bay.

The galaxy-themed film pays homage to the inspiration behind the shape of Uproll which was inspired by the Apollo spacecraft that made the first successful moon landing, according to a statement by the brand.

Similarly, Kinoyama-san is seen playing its guitar in a field of strawberry and chocolate Chocorooms before a melody sweeps it off its feet and carries Kinoyama-san all the way across the galaxy to the garden city.

To further celebrate the launch of the two snacks, Meiji will be hosting a Fantastical Journey Experiential Showcase at Jurong Point, from 21 to 27 August 2023 for visitors to play product-themed carnival games and win merchandise.

Visitors who successfully attempt the Chocorooms-Uproll-themed Rubik’s Cube challenge will be able to redeem exclusive merchandise that includes reversible bucket hats and a pair of socks featuring both snacks.

Recently in an effort to market its cereal, Kellogg’s has partnered creative agency Leo Burnett to refresh the cereal brand's 70-year-old “They’re Grrreat!” slogan for its Frosted Flakes cereal in a humorous, and tongue-in-cheek new campaign.

The “They’re That Gr-r-reat!” campaign aims to showcase the cereal’s flavour to a whole new generation through a diverse range of social media formats such as gifs, memes, videos, and stills.

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