We came across an amusing campaign from Morinaga while researching interactive website advertisements. Used as a PR ad for Morinaga’s popular Creap product (a powdered milk), aimed at attracting a wide audience, the campaign allows users to virtually experience the work of a barista through the web. Latte Heart Message allows its audience to conjure up a Latte Art masterpiece of their own simply using their mouse and creative imagination, and send it to whomever they please, such as their family, friends, or significant other via Facebook, Twitter, or email.
After being guided through a brief tutorial on how the game works, the user then begins his artwork by pouring Creap crème into a virtual cup of coffee. A digital toothpick is then used to shape the crème into whatever the user desires. For those who need a bit of a kick off, an option is given to use one of the site’s templates, ranging from a simple heart to a beautiful 3-leaf clover. Finally, with the help of some chocolate syrup, a concluding touch is added in the form of a cute message or design.
When the user is done with their accomplishment, they are given the option to send it to whomever it was intended for. The other party is even informed of the time spent on making the piece, how many times it was started from scratch, and a meter showing how much “thought” was put into it. This information is modified accordingly to the category of the recipient, bringing a much more personalized touch to interactive campaigns. As we can see, Morinaga is aiming at connecting with consumers on a more intimate level than the advertising norm in Japan.
For the consumers who are not easily satisfied or impressed, Morinaga has a special campaign from June 1st to July 15th where (only) after sharing their latte art on Facebook or Twitter, the creator is given a chance to win a vacation to Italy, their very own espresso machine (with a latte art kit), and other prizes, there is also a free app downloadable on iTunes (Pocket Latte Art). Japanese companies are beginning to understand the importance of social media sites (and the widespread usage of smart phones) in their dynamic ability to widen the campaign’s reach. By adding the Facebook/Twitter option and a smartphone app, it is interesting to see how Morinaga has categorized its intended coffee-consuming audience. Brands are finding new ways to grab the attention of customers by appealing to their latest forms of communication with their peers. To gain a competitive advantage over other companies and leave a lasting impression in the consumers’ minds, the importance of standing out and reaching to them on more personal levels is evident.
With the emergence of interactive advertising campaigns like Latte Art Message, web marketing in Japan is taking a new turn as it moves away from simple text and pictures of beautiful (or “kawaii”) Japanese women to attract consumers. Utilizing the efficient collaboration of SNS and advertising, brands will be able to market their products/services in a much more effective manner and it will be interesting to see what sort of new campaigns will be brought to us in the near future.
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Omotesando Coffee
Ronald is an intern at CScout Japan writing on technology and product innovations for Japan Trends. He was raised in Tokyo, and currently studies International Business and Marketing at Pepperdine University in California. 
I find it strange that a powdered CREAMER product is promoting itself with barista culture… Seems like shooting yourself in the foot to me.