| Suntory
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| Founded
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1899[1]
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| Current president
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Nobuhiro Torii
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Suntory (usually styled as SUNTORY) is a Japanese beverage company founded in 1899. Since 2009, Suntory and Nintendo have collaborated on a multitude of cross-promotions themed after the Super Mario franchise.
Promotions[edit]
The first known Super Mario franchise-themed promotion Suntory ran took place in 2009, and was themed after New Super Mario Bros. Wii. For the promotion, Suntory released a series of keychain figurines of characters from the game. Eight figures were available in total. The promotion was tied to Suntory's GREEN DAKARA sports drink. The characters are listed below.
Three years later, Suntory ran a promotion themed after Mario Kart 7. For this promotion, customers were able to obtain pullback kart toys (all of which feature a character from the game in the Standard Kart) and multiple figurines of the game's playable characters by purchasing BOSS Coffee, a coffee brand owned by Suntory. There were eleven figurines and eight pullback kart toys available in total. The characters used for each toy are listed below.
- Pullback karts
- Figurines
Twelve years later, Suntory held a promotion themed after the broader Super Mario franchise by the name of Suntory × Super Mario Minna de asobō! Dekakeyō! Between April 22, 2024 and May 13, 2024, if participants posted on X with the hashtag "#マリオになりたい」" (#IWantToBeMario), they had the opportunity to win a Mario Cap and a mustache they could affix to their Suntory bottle to "become" Mario. 500 people were selected to win these items. Additionally, if participants purchased four of the promotion's eligible drink products (which were also themed after the Super Mario franchise), they would receive a set of six bags emblazoned with power-ups appearing in Super Mario Bros. Wonder. Said bags were available in two boxes. One of these boxes was designed after a ? Block, and the other was designed after a Brick Block. Additionally, if customers purchased an eligible drink and then submitted the receipt via LINE on the campaign's official website, they had the opportunity to win either a ? Block-shaped cooler or a Super Mushroom-shaped ice pack. The C.C. LEMON, DEKAVITA C, POP Melon Soda, ORANGINA Airy, and Natchan drinks were the eligible products, each of which were re-themed to be Super Mario-themed. A commercial titled "Minna de Mario" was released to promote the event. Two versions of the commercial exist, one of which is six seconds long and the other of which is 17 seconds long.
Later that year, as part of the same promotion, Suntory gave out die-cut melamine plates themed after power-ups. Participants could obtain one plate per four eligible products they purchased. The plates were themed after the same power-ups as the bags from the previous portion of the promotion. Additionally, participants could also enter a raffle to win a power-up-themed towel by purchasing the same amount of products. Both events started on June 17, 2024.
Later the same year, Suntory held a promotion themed after Super Mario Party Jamboree. If participants purchased four eligible products, they had the opportunity to win either one of four cups featuring a character from the game, or a two-sided cushion shaped like a Dice Block (which features Mario, the game's logo, Toad, Bowser, and Princess Peach on its sides). The cups were first made available on December 2, 2024, while the cushion recipients were determined via a lottery. The application deadline for this lottery was January 30, 2025 at 11:59 P.M. 500 winners were chosen.
Two years later, Suntory's Craft Boss brand of coffee announced a promotion themed after The Super Mario Galaxy Movie. The promotion will begin on March 16, 2026. The promotion's launch was purposely timed to occur around the same time as the renewal of the Craft Boss Black, Craft Boss Latte, and Craft Boss Milk Latte products, which occurs the following day. As with the previous promotions, this promotion involves merchandise themed around the film. If customers purchase two to four Craft Boss products and submit their receipt before May 14, 2026, they will either win one of two tumblers (one of which features Mario and the other of which features Bowser Jr.) or a planetarium themed after the film. 1,000 people will win the tumblers, while 300 people will win the planetarium.
On March 30, Suntory launched the second phase of the The Super Mario Galaxy Movie promotion, which features a giveaway running through May 28. Participants must submit an entry via the official website, and five winners will receive a set of Bowser- and Bowser Jr.-themed jackets.
Additionally, if customers scan special QR codes at select supermarkets, they will be entered into a drawing for a large yellow Luma cushion. Participants must scan the QR code between March 16, 2026 and April 30, 2026 to enter the contest. Ten people will win the cushion. Also, if customers purchase any four Craft Boss PET bottles, they will receive a clear A4 file themed after the film. Four total designs are available in total.
Gallery[edit]
- New Super Mario Bros. Wii
The back of the packaging for each toy
- Mario Kart 7
- Suntory × Super Mario Minna de asobō! Dekakeyō!
A promotional image for the campaign
The Mario Cap as part of the transformation set
The mustache as part of the transformation set
The Super Mushroom ice pack
- Suntory × Super Mario Party Jamboree
A banner promoting the event
The two-sided Dice Block cushion
- The Super Mario Galaxy Movie
The cups and the planetarium
Bowser- and Bowser Jr.-themed jackets
References[edit]
External links[edit]
| Companies
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| Game companies
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Divisions and subsidiaries of Nintendo
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