Tear Drops x Video Game (2017)
Rohto Pharmaceutical’s tear drops x Square Enix’s Dragon Quest (2017)
Rohto Pharmaceutical Co., Ltd. (ロート製薬株式会社, Rōto Seiyaku Kabushiki-gaisha) is a multinational fast-moving consumer goods and pharmaceutical corporation headquartered in Ikuno-ku, Osaka, Japan, with a presence in North America, Europe and Asia. The company is listed on the stock exchange having posted steady increases in revenues from ¥95,619 million in 2006 to ¥120,292 million in 2011. Skin Care contributes to 61.3% of the revenues while Eye Care contributes to 21% of their sales.
Dragon Quest, previously published as Dragon Warrior in North America until 2005, is a franchise of Japanese role-playing video games created by Yuji Horii. The games are published by Square Enix (formerly Enix), with localized remakes and ports of later installments for the Nintendo DS, Nintendo 3DS, and Nintendo Switch being published by Nintendo outside of Japan. With its first game published in 1986, there are eleven main-series games, along with numerous spin-off games. In addition, there have been numerous manga, anime and novels published under the franchise, with nearly every game in the main series having a related adaptation.
Square Enix Holdings Co., Ltd. is a Japanese video game holding company and entertainment conglomerate, best known for its Final Fantasy, Dragon Quest, Seiken Densetsu (Mana), Star Ocean, and Kingdom Hearts role-playing video game franchises, among numerous others. In 2009, Square Enix Holdings acquired British game publisher Eidos Interactive, which was absorbed into Square Enix Europe to publish titles such as Tomb Raider, Deus Ex and Just Cause. In 2005, Square Enix acquired arcade gaming corporation Taito, known for games such as Space Invaders, Bubble Bobble, and Darius. Outside of video game publishing and development, Square Enix is also in the business of merchandise, arcade/amusement facilities, and manga publication under its Gangan Comics brand.
https://en.wikipedia.org/wiki/Square_Enix
The Punchline:
Some eye drops are out of stock soon after their release and are scheduled to be resold. Rohto Pharmaceutical released a limited edition slime-type eye drop in collaboration with the popular game series “Dragon Quest” in May. Just before the release of the latest work “Dragon Quest XI In Search of the Passing Time”. However, it is said that this collaboration was actually a long-cherished wish that was advanced over three years. We asked a Rohto representative behind the scenes.
In the story, not the character
“A plan that captures the hearts of fans with stories, not just characters”
When Rohto Pharmaceutical proposed a collaboration three years ago, Dragon Quest developer Square Enix (SQEX) showed such a hurdle that seems to be a game maker.
“Behoma” for tired eyes, “Mahad” for cool eyes … Rohto Pharmaceutical first presented an idea to convey the efficacy of the eye drops “Rohto Gee” by comparing it to the spell of Dragon Quest. We also proposed a plan to print the battle screen of Dragon Quest on the surface, making the best use of the characteristic square container shape.
However, SQEX’s decision was “I want a bolder approach.” “I can’t be satisfied with a mundane collaboration” that relies on the charm of the character, “a new thing that fans of the series will be pleased with,” he said. It was SQEX’s commitment to making the Dragon Quest series a hit for about 30 years.
“Rotsey” in collaboration with Dragon Quest
“Rotsey” in collaboration with Dragon Quest
A sense of crisis away from eye drops
Why is it “collaboration with Dragon Quest”? In the background, there was a sense of crisis about young people leaving eye drops.
In the 1980s and 1990s, eye drops with a strong refreshing sensation became popular among high school boys and college students. However, after that, products that refreshed the mood, such as refreshing sweets and face wash sheets, permeated our lives. According to a survey by Rohto Pharmaceutical, more than 80% of men in their 40s feel eye strain caused by smartphones, but only about 30% of men in their 40s have a habit of using eye drops on a daily basis.
To have a wide range of age groups review eye drops … It is said that it was “Dragon Quest” that was loved by various generations.
However, the person in charge recalls that at the time of the idea, “the hurdles for realizing collaboration were extremely high.” “Catch the hearts of fans with stories, not just characters.” I couldn’t see any products that exceeded that hurdle.
Both companies are sharing ideas with each other. “Better yet, can we make the eye drop container slime-shaped?”, Such an idea jumped out of SQEX.
However, Rothsey is far from the slime type. I made a prototype with a square container with rounded corners and a blue color, but the impression that both companies came up with was that the shape of the slime is not square.
The hurdle cannot be overcome by arranging the existing container. Rohto was prepared to do so about a year after the start of the collaboration study. Make a completely new container for one collaboration product. It was an unusual decision in the industry that required a large investment.
Line as a drug
The most difficult thing was to reproduce the slime’s tsundere and sharp shape.
“Let’s reproduce the sharp shape with the lid removed”. Rohto thought so, but SQEX advised that “in order for fans to enjoy it, it is better to make it look like slime with the lid closed.”
Actually, this was a difficult problem for eye drops. It was necessary to make the lid as thin as possible in order to give it a slime-like appearance. However, the thin lid is difficult to open. After trial and error, we made subtle dents on the left and right sides of the lid to make it easier for your fingers to get caught.
On the other hand, I also gave up from the viewpoint of pharmaceutical products.
Isn’t it possible to make a sphere that bulges back and forth, except for the sharp parts, faithfully to the shape of the slime? I considered such a plan, but even if I push the container, it becomes difficult for eye drops to come out. “If it becomes inconvenient as a medicine, it will fall over.” This was a point that Rohto Pharmaceutical was particular about as a pharmaceutical manufacturer.
The lid has a slight dent. The container has a thickness that makes it easy to instill
The lid has a slight dent. The container has a thickness that makes it easy to instill
Words to answer “Why eye drops?”
There was another issue. It is a catch phrase.
Why should slime be an eye drop? The words that convey that inevitability to consumers were the heart of the story that SQEX emphasized.
After repeated examinations, the word “a drop of Kaishin” came into view. When the protagonists fire a more powerful attack than usual, it is called “Kaishin no Ichigeki” in Dragon Quest.
The monster that you often encounter first in your adventure, Slime, shoots a “Kaishin no Ichigeki”. It’s actually a tingling stimulus like eye drops …
From this idea, the world view surrounding the product was solidified. The package is decorated with the words “A drop of Kaishin”, and the illustration is a slime that glitters like a drop of eye drops. No other characters such as Drakey or Golem will appear.
The “story” was completed in the product.
The word “a drop of Kaishin” is also written in the instruction manual.
The word “a drop of Kaishin” is also written in the instruction manual.
Respond to 60,000 retweets
While it was unknown how much response there was, it was May 26, the day before the release, that there was an “abnormality”.
When I posted a photo of slime-type eye drops saying “Preparing for battle” on Rohto Pharmaceutical’s official Twitter account, usually at most 1,000 retweets swelled to nearly 60,000 at once. “It was an unprecedented event at our company.”
As the response on the internet, the products prepared in anticipation of about one and a half months were almost sold out in two weeks. Due to a series of requests for increased production, limited resale has been decided from August 17th.
It is said that what was characteristic of the spread of popularity was that the purchaser expanded his ideas and enjoyed the product.
On Twitter, comments like “Attack power, oddness” and “I live in my workplace” and photos of enjoying slime-shaped containers in tourist spots were posted one after another. is.
The story contained in the product spreads and attracts a lot of attention. The person in charge recalls, “It’s a blow of conscience that was released because of the collaboration between the two companies.” Games and medicine. It was a hit created by the thoughts and commitment of each manufacturer.
