Suntory CM from the 80s | Papipu Penguins
The Suntory Beer Penguin Characters, Papipu Penguins
These cute penguins were mascots for Suntory Beer in Japan during the 80s. Papipu penguins first appeared as TV ads and became so popular that their heart breaking story was turned into a movie called "A Penguin's Memory" (separate to the Suntory campaign, link to video above).
So the story goes, Mike the Penguin is a war veteran with PTSD. He meets Jill the Penguin, an aspiring singer. The pair fall in love but face many hurdles such as love rivals and Mike's emotional trauma.
As a kid, I was attached to these characters - both because of their overwhelming cuteness and sad story. (I would tear up after each ad, longing for a happy ending). I think adults responded in the same way and then went to buy the beer 😂👌
The Use of “Kawaii” in Post War Japanese Art and Design
Kawaii or cute culture has been a huge part of Japanese design for decades. During post war times, manga artists and designers used playful aesthetics to convey deeper and sometimes darker themes. More great examples of this are Anpanman, an existentialist superhero made of bread and the whimsical cat paintings by Ryuichi Yamashiro who also tackled serious societal issues through his art.
The Use of “Character Goods” in Advertising Campaigns
Character goods, also known as “chara goods” are often collectable bits of merchandise featuring a cute character designed for the brand. This is a very commonly used advertising method in Japan. Even towns and cities have a mascot to advertise tourism. These characters and mascots can be known as “Yuru Chara” (Chara pronounced Cara, as in the first syllables of character).
The word “yuru’ is an abbreviation of “yuri” meaning loose or relaxed. Yuru-chara means relaxed character, a more accurate interpretation in English would be “wholesome character”.
Papipu Penguins were featured on a multitude of collectable items, from stickers and glasses to beach towels. They were adored and collected by Japanese kids and adults alike. Another great example of a successful character goods campaign is Japanese donut chain, Mister Donut. You can read about Mister Donut’s most popular line of character goods here.
Papipu penguins are iconic as they summed up an eternal vibe of an 80s summer. As I look at these cute penguins now, I can still feel a fan blowing a light breeze and hear the sound of my uncle opening a can.
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Osamu
Nothing is more 80s Japan than Mister Donut Collectable goods by Osamu Harada.