Nintendo Teams Up With Suntory for Exclusive Mario-Themed Beverage Campaign in Japan

Nintendo Partners With Suntory for Exclusive Mario-Themed Beverage Campaign in Japan Nintendo has once again demonstrated its inventive approach to cross-promotions, joining forces with renowned Japanese beverage company Suntory for a unique Mario-themed beverage campaign.

The collaboration, announced on April 22, 2024, capitalizes on both brands’ iconic status and offers dedicated Super Mario fans in Japan a chance to win exclusive collector’s prizes. As detailed in an announcement video shared by Suntory’s official Twitter account, the campaign merges imaginative Japanese marketing with a playful twist fitting of Mario’s enduring appeal.

Special edition Suntory bottles have been designed with removable mustache and red hat charms that attach to the beverage – instantly turning each drink into a Mario character tribute.

The campaign, officially titled the Suntory x Super Mario Collaboration, encourages fans to share their experience on social media under the hashtag #マリオになりたい (which translates to "I want to become Mario"). According to Suntory’s promotional materials, fans who purchase these Mario-themed beverages and participate in the social media campaign have a chance to win prizes modeled after classic items from the Super Mario series.

These include a portable coin block cooler and a power-up mushroom ice pack, thoughtfully aligning with the beverage theme and practicality for fans on-the-go.

In total, 500 lucky participants will be awarded rare Mario hat and mustache bottle charms – items expected to become sought-after collector's treasures soon after the campaign concludes. The Suntory x Super Mario promotion runs until May 31, 2024, and is exclusive to the Japanese market.

While international Nintendo Switch users and collectors might miss out on the direct chance to acquire these promotional items, the campaign highlights Nintendo’s ongoing strategy of leveraging its beloved characters in creative partnerships within its home market.

The collaboration has gained widespread attention on social media for its playful and interactive nature, further enhancing the appeal of the Super Mario brand ahead of upcoming Nintendo Switch releases. Nintendo continues to set the benchmark for brand synergy in the video game industry, regularly working alongside partners like Suntory to broaden the reach of their intellectual properties beyond gaming.

For Japanese fans and avid collectors, the limited-edition Mario bottles serve as both a celebration of Super Mario’s legacy and another example of Nintendo’s ability to craft memorable, engaging experiences across mediums.

Nintendo Switch Nintendo Mario Japan Switch Super Mario Suntory