Suntory collaborates with Sazae-san for first-ever beer commercial

Suntory has released a new original web commercial titled ‘Itsumo no Banshaku, Itsumo no Shiawase’ (The Usual Evening Drink, The Usual Happiness), featuring a collaboration with the long-running TV anime Sazae-san. This marks the first time in the anime’s 57-year history that it has collaborated with an alcohol brand.

The commercial features characters Namihei and Masuo enjoying Kinmugi beer. The advertisement recreates a famous ‘snack lineup’ from a 2019 episode of the series. This marketing campaign follows the rebranding of the Kinmugi brand into a beer following recent liquor tax reforms in Japan.

Suntory aims to establish Kinmugi as a leader in the ‘daily beer’ market, targeting consumers looking for affordable, high-quality beer for everyday consumption. The campaign includes digital distribution on platforms such as YouTube and X, as well as limited outdoor screenings in Tokyo.