natalie.mu: “Kyary Pamyu Pamyu takes on 4 radical transformations for BREO’s new advertisements”

Kyary Pamyu Pamyu has been appointed as the image character for Ezaki Glico’s new advertisement campaign for “BREO”, which begins on February 27th.

For this campaign, Kyary appears on posters in four different disguises: a salaryman, a female high school student, a cabin attendant, and an alien, all of which emphasize the importance of “tongue care” and “clean breath”. Using each style, the campaigns sends out a heads-up for “having clean breath with tongue care” as etiquette prior to personal contact, such as “before greeting someone”, “before chatting”, “before work”, and “before understanding each other”.

Each individual fashion - like the outlandish and comical hairstyle of her salaryman style; the cute, shocking pink sailor uniform and decorated bag in her school girl style; and the futuristic uniform of her CA style - were all produced by Kyary herself. Additionally, all four styles contain playful visuals, such as the “Let’s eat BREO” message hidden on the tongue she’s sticking out in each picture.

The campaign is currently going on right now, and extra-large posters of her four transformations have been posted inside the premises of the major train stations Shinjuku, Tokyo, Ikebukuro, Shibuya, Shibashi, Shinagawa, Yuurakuchou, Yoyogi, Akihabara, and Ochanomizu. In addition to being able to see extra-large outdoor advertisements in Shibuya from mid-April on, there are plans to implement a PR event.

Source: natalie