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Japanese Supermarket Chain Don Don Donki Snags A Bruno Mars Endorsement
Japan’s Don Quixote supermarket chain, known as Don Don Donki across the region, has struck a surprise celebrity endorsement.
Famous American musician Bruno Mars has become the latest celebrity to back the iconic Japanese brand. He has been featured in an ad campaign shot in its Shibuya flagship store dancing alongside Donpen, the brand’s blue penguin mascot to a catchy tune.
Besides starring in the ad, 38-year-old Mars—a self-professed fan of Don Don Donki— also took the mantle of producing the video and creating the contagious jingle.
The collaboration is also poised to a slate of limited-edition merchandise such as tote bags, t-shirts, hoodies and even a Bruno Mars inspired Donpen in late September.
According to ASN data, Don Don Donki (3.6%, US$472k) is the 7th highest spender for its category since Q421, and has a quarterly average investment of almost US$45k during this period. Donki’s main deal is with Japan Wrestling Federation worth US$239k, and with the Bruno Mars endorsement in the bag, the figure is destined to rise.
