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Anime News

Was Pepsi Gundam Promotion In Trouble?
Date: 10/26/2005
In September, Osaka-based Suntory launched their latest figure promotion in Japan involving Pepsi and Gundam. Titled "Get!! Gundam SEED", it marked the 3rd consecutive year for such a campaign between the soft-drink bottler and the robot character franchise. 500ml bottles of Pepsi Twist and Diet Pepsi Twist were packed with 24 different mobile suits and character figures from both Gundam SEED and Gundam SEED DESTINY. On Wednesday in Japan it was revealed that Suntory was sent cautions of possibly having violated a Law for "Preventing Unjustifiable Extra or Benefit and Misleading Representation" by Japan's Fair Trade Commission. It was judged that figures included in the package (the inside of which was not visible) constituted "Prize Goods" which conflicts with a consumer's speculative spirit. About 20 years ago the company Lotte drew similar attention with it's "Surprise Man Chocolate" which used a sales strategy that tickled the collector's psychology. In 2003 Suntory Limited bundled 32 types of Gundam figures with it's drinks. 1 type of figure was included in each bag. The chances of a consumer obtaining any one figures (or the complete line) comes down to luck no matter how many drinks are purchased. The included figures are considered an extra commodity usually referred to as a "premium" that the Fair Trade Commission presumes are "prize articles." Although the price of a "prize article" must be 2% or less of a the total price of the goods being sold it's being reported that this restriction was bypassed in regards to the promotion. The FTC deemed there were unavailable "Rare items", and customers tried to collect the complete line. It is said that the complete set has sold at internet for about 100,000 Yen. The Fair Trade Commission sent a notice to Suntory Limited at the end of September, and requested that a similar sales method was not adopted by the Japan Soft Drinks Manufacturers Association. Suntory Limited made the bags containing the Gundam figures transparent in the beginning of October.
Source: Anime News Service