Advertising and Publicity

CALPIS/ CALPIS WATER Masami Nagasawa		AMEAL S/ KEN-CHA-OH Noritake Kinashi

We communicate our message to many customers through advertisements in diverse media. We emphasize the appeal of CALPIS as a lactobacillus beverage that is both tasty and good for the body through the phrase, “Sukoyaka Nyusankin” (beneficial lactobacillus). This year, we called upon Masami Nagasawa, who is well-known as the image personality for CALPIS WATER, to also appear in Calpis advertisements to further boost the association of the CALPIS brand with CALPIS WATER.
Advertisements for AMEAL S and KEN-CHA-OH use Noritake Kinashi, who cheerfully and vigorously presents our unique proactive measures to prevent health risks.

The latest information about the company is available on our web site.
Our web site offers a wealth of content that conveys the appeal of the company, from Calpis Caf which introduces many delicious recipes that use our products such as CALPIS, to Calpis Museum, which describes the production process along with anecdotes related to the birth of CALPIS and picture books for the enjoyment of young and old, as well as corporate investor relations materials and product information.
In 2007, we will further enrich the content by sharing the systematic learning about cultured milk and lactobacillus at the Calpis Laboratory and by completely reworking the entire CALPIS brand web site.
In addition, our special mobile phone site features Polka-dot Town, which includes an entertaining quiz on the company and its products as well as special gifts and prizes.

Various projects express our desire for children, as the leaders of the next generation, to grow to be healthy and spiritually rich.
One example is the Calpis Girls’ Festival Day Gift Campaign. The giving of presents to kindergartens and nursery schools nationwide began in 1963 by Kaiun Mishima, the company founder, who wanted to increase the joy of Girls’ Festival with white CALPIS, which resembles white sake, a traditional Girls’ Festival beverage.
For more than 40 years, we have presented a glass of CALPIS to every child in participating kindergartens. In 2007, we presented CALPIS to over 3.1 million children, meaning that over 93 million children have celebrated Girls’ Festival with CALPIS instead of white sake.
Starting in 1984, we also give every child a pocket-sized picture book to read anywhere.

Picture books are wonderful tools for enriching the minds of children and nurturing family bonds by reading together. With this belief, we have issued Calpis Picture Books in cooperation with publishers since 1982. Every year we deliver one book with beautiful pictures and a fun story. We also annually co-sponsor “Ehon World” run by the Children’s Reading Promotion Conference to provide an opportunity for experiencing the joy of picture books.
During the summer holiday season in 2006, we presented an exhibition, “Ehon no Tabi,” at Calpis Communication Hall in our head office building. Many picture books and illustrations were on display for parents and children to enjoy.
In 2007, we produced big picture books for reading to large groups of children and donated them to 5,000 kindergartens and nursery schools nationwide to commemorate the 90th anniversary of the company’s foundation.
We will continue to contribute to nurturing the hearts and minds of children through these activities.