Tirol Chocolate, also pronounced as Chiroru Choko in Japan, recently won over fans with their rather unconventional way of announcing that the company president was changing.
Tirol Chocolate (named for Tyrol, Austria) is one of those beloved dagashi sweets that generation after generation of Japanese children have grown up eating. Costing only 10-30 yen (US$0.09-0.27) per individual piece, even children with a mere pocketful of change can enjoy a few of the hundreds of flavors that the company has churned out over the years.
In fact, it seems that the company executives are children at heart based on the rather unconventional method they chose to recently announce a change in top leadership in the form of a newspaper insert. Take a look at following page which greeted readers of the June 9th issue of the Nikkei Marketing Journal, which was subsequently shared online by Twitter user @kuwamitsuosamu:
▼ “My beloved Chiroru Choko. This notice about the company president changing is beyond awesome!!”
桑満おさむ (@kuwamitsuosamu) June 08, 2017
The large, cascading text reads “Chiroru Choko’s president has changed!!” above two men seated in the front view of a car. The younger man, incoming president Yuji Matsuo, grips the wheel above a sign that reads “provisional license,” while the older man next to him, outgoing president Toshihiko Matsuo, looks like he’s screaming for his life. Presumably this humorous scene means that there are bound to be some bumpy roads in the company’s immediate future after the handoff of power, but it also seems to signal that this is a company full of employees who know how to have a good time!
That’s not all, because the smaller, vertical lines of text on the left-hand side of the page reveal an even more surprising revelation:
“We are taking the liberty of notifying all of our clientele about this change by means of this publication.”
Japanese net users were tickled by this unusual way of distributing such important information, with a few genuinely shocked voices appearing in the comments as well:
“That’s some hardcore business strategy there.”
“They’ve got full points for being fun-loving!”
“I love it so much I wanna get a job there!”
“They’ve gotta be releasing an official statement, too…right?”
“They should give the former president his retirement package in chocolate.”
Oh, and just in case you didn’t think these company executives could get any more unorthodox, we’ll leave with this new music video featuring outgoing president Matsuo, which was recently promoted through Tirol Chocolate’s official YouTube channel.
May you always keep that young spirit, Mr. Matsuo!