Quintessential Quintuplets Hi-Chew Collaboration Launches



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The Quints are at it again. Japanese confectionery maker Morinaga launched a collaboration with publisher Kodansha to promote both The Quintessential Quintuplets and Hi-Chew candy. In a campaign titled “Gotoubun no Hi-Chew” (a pun on the show’s Japanese name, Gotoubun no Hanayome), the five Nakano sisters promote “Hi-Chew Time at Home.” [Thanks, Famitsu]

This campaign is the second time The Quintessential Quintuplets paired up with Hi-Chew. The last campaign launched in February 2021. This time around, the theme promotes having fun and snacking at home at “Hi-Chew Time.” It is to encourage avoiding going out and potentially exacerbating the ongoing COVID-19 pandemic.

All five of the Quintessential Quintuplets Nakano sisters “recommend” a specific variety of Hi-Chew. Ichika is tied to the bubbly flavors of Hi-Chew’s “Shuwa-Umai-Chew” pairing (including Uma-Soda and Sai-Cola). Nino suggests the Hi-Chew Premium line (including red grape, lychee-lemon, and gold kiwi). Miku favors the Hi-Chew 3-Textures Pack (sold as the Soda Mix flavor overseas). Yotsuba lays claim to the whole Hi-Chew Mini line. Finally, Itsuki takes the widest range, claiming Grape, Strawberry, Green Apple, Lemon, and Peach for her line.

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A special Augmented Reality app called Quints at Home Camera is the key element in the campaign. The app, which went live on October 5, 2021, will allow participants to scan bar codes on the backs of Hi-Chew products, then select the appropriate Quintessential Quintuplets character in a pose. To enter the photo contest, participants can submit their photos through the app or post them to Twitter. Participants could win exclusive merchandise. These items include tapestries, bath towels, keychains, and acrylic standees featuring the sisters and their chosen Hi-Chew products. Scanning a receipt also enters one into a lottery for various items.

The Quintessential Quintuplets and Hi-Chew campaign will continue in Japan until November 28, 2021. The next installment of the anime adaptation will be as a feature film and debut in 2022.

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