Hi-Chew to Sponsor Journeys Backyard BBQ
Morinaga America looks to reposition Hi-Chew as a lifestyle brand
Irvine, California (May 1, 2012) – Morinaga America, Inc., marketing and distribution channel for Hi-Chew in the U.S., is excited to announce that Hi-Chew will be a corporate sponsor at the upcoming Journey’s Backyard BBQ. Morinaga has partnered with Sandbox Marketing to design, build and execute an experiential marketing campaign at each of the 12 action sports and music events across the United States.
“It is a great opportunity to reach new consumers and push our new brand message,” said Clayton Perkins, marketing manager for Morinaga. “We saw this as an opportunity to show that Hi-Chew is more than just a candy. It is all about staying active and leading a healthy lifestyle.”
Morinaga has been in the process of repositioning the Hi-Chew brand for several months. This is the first major event where Hi-Chew will be showcased in a new environment. From a corporate standpoint everyone is excited about the possibilities. “It opens doors,” said Clayton. “It gives us a whole new playground to explore!”
“Until now Hi-Chew has been ‘that Japanese candy’ many people have heard of–or even tried, but not quite fully understood. We hope to change that perception with not only the Backyard BBQ, but a number of events throughout the Summer,” said Toshiya Yasuda, president of Morinaga America.