Any hard-boiled journalist or cop will tell you that coffee and cigarettes go well together. So I guess it was a stroke of marketing genius for Philip Morris to team up with Tully’s Coffee and offer a can of Tully’s Barista Blend Royal Presso with every 410 yen pack of Premium Quality Lark Cigarettes. Available in 3 varieties of lethalness. 6mg, 3mg, 1mg. Smooth, soft, and light. They even have the coffee packaged with the cigarette pack itself–just carry it to the register and you’re ready to go.
It’s almost perfect marketing except for the fact that the coffee is lukewarm when you get your cigs. I don’t know about you, but I either want my coffee hot or ice cold. Lukewarm coffee is like the Democratic Party of Japan–somewhere between the Socialist Party and the LDP and just plain sucky. Lark has customized the cigarettes with the slogan, “あなたに似合う味わいを” anata ni niau ajiwai wo—“(have) the taste that best matches you.”
Unfortunately, for me, Lark does not offer a “燃え尽きたきつい苦みの味わい” (moetsukita kitsui nigami) –“burnt out harshly bitter” flavor. I feel like my demographic has been ignored. This means I’ll have to stick to either not-smoking or find a vending machine somewhere that sells my old favorites.
LARK has always been innovative in its marketing. Years ago, it had a hit with Timothy Dalton aka James Bond, smoking their brand and intoning in a deep baritone voice, “Speak Lark” after dispensing with the usual non-smoking evil villain. We never had any idea what it meant but it resonated just the same. This campaign also seems to be a surefire hit. If you think about it, the combination of coffee and cigarettes in Japan actually makes a lot of sense. Once upon a time, instead of saying “smoke cigarettes” people actually said “drink cigarettes” (煙草をのむ).
It could be a trivia question someday. “Name two stimulants in Japan you can ‘drink'”. For just 410 yen, you have the answer.