The truth about Abemagic and locomo in Japan

Dave McCaughan

This article looks at the national mood of Japan in March 2013. After the tragedy of the combined tsunami and earthquake two years previously, Japan is showing more optimism for the future.

The truth about Abemagic and locomo

Dave McCaughanMcCann WorldGroup Asia Pacific

Mets Cola is a product of its time. Every now and then you come across a new product that seems to succeed because it in some ways sums up the current trend in people's lives. In the last decade, we saw the boom in zero drinks led by Coke Zero. The promise of no calories suited a Japan besotted by yet again cutting back on personal spending and following the metabo or metabolic syndrome (the accumulation of visceral fat) fad to lose weight. Everything seemed to be about...

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