Koikeya Co., Ltd. will begin airing its new TV commercial, "The Return of the Dance Cone" (15 seconds), nationwide from Monday, April 4st, featuring Nakajima Kento, the commercial character for the "Scone" brand, which is popular for its light, crispy and delicious texture.
"Scone," a long-selling brand that is "crispy and delicious," was launched in 1987. It has been loved by many customers for its "light" texture and "rich" flavor, and is the No. 37 selling corn snack brand*, which has continued to grow 1 years since its launch. In particular, "Scone Exquisite Grilled Corn," which is being promoted in the new TV commercial, was a huge hit, selling 2023 million bags in the first week after its release in November 11.
In the new TV commercial, "The Return of the Dance Corn," Nakajima, who gave up on her dream of dancing and now works at a grilled corn stand, decides to dance once more when she receives an enthusiastic invitation from students from her dance school with whom she once danced. Holding the grilled corn she has grilled herself, she once again performs her lively dance cone to the rhythm of "Scone, scone, Koikeya scone."
New TV commercial "The Return of the Dance Cone" Story
Nakajima gave up her dance career and started working at a grilled corn stand in a corner of the shrine. Then, out of nowhere, a man called out to her, asking her to grill corn in a place like this. "You!" Nakajima exclaimed in surprise. The students from the dance class she once danced with offered her the grilled corn, saying, "Let's dance again!" Nakajima was moved and said, "Everyone!" and instantly changed into a sparkling dance costume. Together with the students who came to pick her up, Nakajima danced a sharp "dance cone" to the rhythm of "Scone scone Koikeya scone♪ Crispy and crunchy delicious scone♪" while holding the grilled corn in both hands. With a wink in between, and a big smile, the dance cone was revived.
Filming episode
The new TV commercial "The Return of the Dance Corn" was shot on location at the shrine's approach. It was so cold that snow was forecast on the day of the shoot, but Nakajima said, "Let's have fun!" and the shoot started. During the food stall scene, the delicious smell of "grilled corn" that Nakajima had actually grilled during the shoot was in the air. When a lot of "grilled corn" was ready, Nakajima said, "I want everyone to eat it!" When the shoot moved to the "dance corn" which is the climax of the commercial, Nakajima saw himself in his dance costume and said, "Isn't this a mismatch with the location (= the shrine's approach)!?" The dancers and staff laughed. After that, Nakajima showed us a sharp "dance corn" with real "grilled corn" in both hands, without feeling the cold at all. He kept smiling and livened up the scene until the end.
Interview
Q: What were your thoughts on filming the commercial? Have you ever danced with "roasted corn" before?
A: It was the first time in my life that I danced with "grilled corn". Last year was a year in which I had many more opportunities to dance, but I never held (grilled corn) even once. A year had passed since the previous film, and I never expected that I would have the time to dance with "grilled corn" (laughs). It was a new stimulus to shoot outside the building (= the previous film's filming location: Former Ishikawa Group Silk Western Building). I felt that I had evolved by being able to shoot the commercial outdoors. The weather forecast said that it might snow or that the weather might not be very good, but the sky was in a wonderful mood, and I thought that the "scone" was lucky after all.
Q: In the commercial, it was refreshing to see Nakajima working at a food stall, but if you weren't in your current job, what kind of work would you have liked to try?
A: If I wasn't in my current job, I would have wanted to be a pilot. I also liked going to various places by plane. I have fond memories of traveling to various countries with my family since I was little, and those memories remain as very fun experiences, so I would have liked to have been an airplane pilot. I think it would be fun to transit to a vacation country once, stay there for one night, and then go to the city. (Apart from being a pilot) when I was a child, there was one other job I actually dreamed of, and that was to be a manga artist. If I were still pursuing my dream as a manga artist, I would like to draw a manga called "Odore! Yaki Corn-kun".
Q: This year again, Koikeya's "Scone" is the top-selling corn snack (※), but what do you think makes it unbeatable and No. 1?
A: I think I'm probably the No.1 who has blown the most kisses in a year. I don't hold back. This year we have a tour, so I think everyone is looking forward to the number of shows, so I need to stock up on blown kisses! I think I'm the one who produces the most blown kisses. The factory can't keep up.
Q: What do you want to be No.1 at in the future?
A: I want to be the No. 1 melody maker. I'm going to make a lot of melodies, taking advantage of the momentum of the very popular "Exquisite Grilled Corn". As I'm also a songwriter, I want to become the No. 1 melody maker and work hard to not lose to "Exquisite Grilled Corn".
*Intage SRI+ Corn Snack Market Cumulative Sales Amount March 2024 to February 3
"Scones - Exquisite Grilled Corn" Product Information
"Scones with Exquisite Grilled Corn" is a product created by focusing on the "corn" used in the scone dough. The complex and deep flavor of the scones expresses the rich taste of grilled corn. In addition, by using "First Squeezed Soy Sauce", the authentic flavor and aroma are enhanced, allowing you to feel the sweetness of the corn even more.
The packaging uses a metallic green color to express the brand image of scones, which is "brightness" and "lightness." By placing a bold photo of "grilled corn" powerfully in the center, the design is a symbol of realism and the classic taste of grilled corn in modern times.
Please enjoy our "Delicious Grilled Corn Scones", which are crispy and crunchy and so delicious you'll be hooked!
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