As youngsters all over Japan take entrance examinations in the hope of bagging a place at their school or university of choice, snack manufacturers are equally busy trying to extract as much money as possible from these sleep deprived and stressed out students.
Nestle for one has it easy, as ‘Kit Kat’ is similar sounding to the Japanese for ‘definitely win’; meaning the multinational need only release different flavours of the popular biscuit to have the nation’s youth clamouring desperately for a bit of sugar-based superstitious success.
Yet despite having a much bigger mountain to climb, fish-based foodstuff maker Maruha has made a bid of its own for a piece of this lucrative market. The wily company bringing out a special edition of its, erm, fish sausages.
Realising early on that the product could be a tough sell, Maruha has ingeniously stamped each and every snack with the word gokaku (pass), encouraging students to mistakenly believe that sucking on a sausage will ultimately bring success.
But even after packing its ‘lucky’ product with extra DHA, given the choice of nibbling on this:
Instead of this:
The word ‘pass’ could become more appropriate than Maruha ever imagined.