Drawn to this quite insubstantial - even by junk food standards - corn puff by it's admittedly handsome package, a somewhat ukiyo-e-y illustration of a darkly garbed ninja, in the konbini aisles it stood out head and shoulders for eye catchingness. A quick peruse of the Tohato site made me realize that in this big ol' world of packaging and repackaging similar things and calling them different, that the package is where manufacturers make their cases. And Tohato excels in this area of branding.
These are the same folks who market Bokun Habanero chips. A year ago they created a campaign that involved mobile phone multiplayer game playing and a traditional advertising media to determine the winner of the "world's worst war" - Tyrant Habanero Burning Hell Hot or Satan Jorquia Bazooka Deadly Hot. Hmm. You may have thought snack foods were simply about satiating some immediate desires. Looks like the stakes can be pretty high these days.