Shohei Ohtani Appears in Times Square: Spreading "Oi Ocha" Worldwide [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on June 24th, 2024.
An iconic advertisement has appeared in one of the most expensive advertising spaces in the world—Times Square in New York. Known for its abundance of ads and high impact, the LED display at One Times Square, where the New Year’s Eve ball drop takes place, is particularly notable. Advertising here signifies a company's strong commitment and intent.
In theory, anyone can put up an ad if they have the money. However, placing an ad where it will be seen by countless people worldwide means facing potential criticism from some viewers. This is a global truth. Hence, showcasing an ad here reflects a company’s firm resolve and preparedness.
The ad in question is Ito En’s "Oi Ocha," featuring Shohei Ohtani, displayed for 15 seconds every 5 minutes. This ad has significant visual impact. Ito En, the pioneer of unsweetened green tea in America, has launched a global campaign with Ohtani as the global ambassador, featuring ads in over 85 locations worldwide. The Times Square ad at One Times Square is especially noteworthy. It’s a grand entrance for "Oi Ocha" in Times Square, carried by Shohei Ohtani.
Reflecting on the spread of green tea in America, I recall my own experiences. When I first came to New York, I bought Arizona Green Tea without any second thoughts and was shocked by its sweetness. At that time, almost all bottled or canned drinks in America were sweet. However, Ito En succeeded in popularizing unsweetened green tea, aligning it with the general acceptance of Japanese cuisine.
About 20 years ago, an American friend of mine who was a health-conscious vegetarian visiting Japan was delighted with Japan’s unsweetened bottled tea. Ito En had started offering unsweetened bottled tea in America by then, and their design was also appealing. I remember buying these teas at Sony Plaza (now PLAZA), experiencing a sort of reverse import.
Over time, I started seeing "Oi Ocha" packaging more frequently in New York. The green, fresh, and calm design, including the Japanese characters, resonated with the image of green tea. Matcha, in particular, has gained significant popularity, with specialized matcha cafes and matcha-flavored snacks being a big hit. Even local cafes (non-Japanese) in New York have matcha lattes on their menus, often prepared with a whisk, albeit sometimes in a makeshift manner.
The journey to make green tea widely recognized and accepted was not easy. The global ad campaign, with one ad prominently displayed on the LED screen at One Times Square, marks Ito En's progression to the next stage.
Shohei Ohtani’s global presence as a top athlete, coupled with his strong yet approachable demeanor, pairs well with the presence of "Oi Ocha." The green tea’s packaging isn’t overwhelmingly impactful or unique, but the green color provides a calming visual effect, offering a moment of respite in busy daily life. It’s a casual way of enjoying tea that appeals to many people.
Currently, a giant hot dog sculpture is installed at the base of the Ito En LED ad in Times Square. Among Ito En’s global ad campaign across 85 locations, an ad appeared on June 10th in Shibuya Station in Japan, making a column look like a giant "Oi Ocha" bottle. Seeing this, I couldn’t help but imagine how impactful it would be if the hot dog sculpture in Times Square were a giant "Oi Ocha" bottle instead.
As green tea culture spreads, the combination of Shohei Ohtani’s global presence and "Oi Ocha" brand strength has the potential to attract new customers and markets through the fusion of tea and sports. This ad in Times Square isn’t just an ad but a powerful opportunity to communicate the message of "Oi Ocha" to tourists from all over the United States and the world. This visibility is expected to enhance the brand's value further.
The collaboration between Shohei Ohtani and "Oi Ocha" is set to become increasingly beloved by people around the world.