McDonald’s Japan has launched an advertising campaign that promises to captivate millions by creating an original anime character, known in this case as Ima Dake Dabuchi Tabemi, an energetic and adorable young woman who will become the new ambassador for its iconic Double Cheese burger or Dabuchi as it is called in Japan. This innovative marketing strategy seeks not only to boost sales, but also to connect with a younger audience passionate about Japanese culture.
An anime waifu in the service of McDonald’s Japan advertisement.
McDonald’s Japan has taken a bold step by merging two of the most beloved elements of the country’s popular culture: fast food and anime. Through its official Twitter/X account, the company introduced Ima Dake Dabuchi Tabemi, an anime girl designed with a captivating visual style and charismatic personality, her name, which in Japanese means, “I want to eat just one Double Cheese right now,” reflects her passion for the burger she represents.
Ima Dake Dabuchi Tabemi has been appointed as Double Cheese’s head of advertising for a limited time. In her role, the young anime girl will encourage consumers to try the delicious combination of two slices of melted cheese between two juicy meats. The campaign, which includes a series of visual and promotional materials, seeks to create an emotional connection between consumers and the product, and even though it is for a limited time, she will continue to promote the Dabuchi.
The recent social media post has caused quite a stir, showing Ima dake Dabuchi Tabemi in a colorful illustration in the characteristic Japanese anime style, with her beautiful smile and brown hair, Tabemi leads the promotion of the new burger. She wears a vibrant uniform in McDonald’s iconic colors of yellow and red, including a visor cap adorned with the brand’s logo and an intercom system.
On top of her outfit, she wears a short-sleeved haori that features an elegant bow knot in the back, highlighting her unique and striking style, under the haori, she wears a shirt with a tie and blue shorts, complementing her outfit with a matching sports wristband. Her tennis shoes, which match perfectly with the rest of her outfit, along with white socks, make her look dynamic and energetic, to add a touch of authenticity, she wears a wound patch on her right leg, suggesting that she is ready for any adventure.
The choice of an anime character as the campaign’s image is no accident; anime enjoys enormous popularity in Japan and around the world, and anime characters often become cultural icons and objects of desire for fans. By creating Ima Dake Dabuchi Tabemi, McDonald’s Japan seeks to tap into this trend and generate a strong emotional bond with its target audience.
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