プッチンされまくって、ブランドに。
（まず最初に。きゃりーぱみゅぱみゅファンの人、この絵を見ておこらないでください。絵が下手なだけで悪意はまったくありません）
昨日、朝日新聞のテレビ番組欄に「プッチンされて40年 Glico プッチンプリン」という突き出し広告が掲載されていた。突き出し広告というのは小型広告で、プッチンプリンの広告は、定規を持ち出してサイズを測ってみると、タテ6.4cm、ヨコ3.7cmほどの小さなスペース。白黒で印刷されていてカラー広告でもない。
いま、新聞に広告を掲載するということは、僕のように40代以上をターゲットにしているのか。もちろん、30代（あるいは20代）でも新聞を取っている人はいるだろうが、昔に比べると明らかに減っているだろう。
現在45歳の僕にとって、プッチンプリンは懐かしいお菓子だ。いや、お菓子というより、デザートというべきか。初めて食べたのはおそらく小学生ときだと思う。
プリンのふたをはがし、容器をひっくり返して、皿の上に置く。容器の裏にある突起を指で折るとプリンがじわっと落ちてきて、さらにのっかる。プリンの天面は濃い茶色のカラメル、その他の側面は黄色っぽい、まさにプリン本体とでもいうべき部分。
何年生のときが初体験だったのかまでは記憶にないが、プッチンプリンとの初めての出会いはくっきり覚えている。友達の家で、お母さんが出してくれたのではなかったか。当時、デザートという言葉を知っていたかどうかわからないが、おそらく知らなくて、「プリン」は「デザート」でも「スイーツ」でもなく、ただたんに「プリン」だったと思う。
その懐かしのプッチンプリンがまだ現役の商品で、ファッションモデルで歌手の「きゃりーぱみゅぱみゅ」を起用することもあってか、新しささえ感じられるといったら褒め過ぎだろうか。ルイ・ヴィトンのバッグ、とらやの羊羹のような、いわゆるブランドでなくても、こうやって長く愛されているものもある。プッチンプリンの場合は、庶民の食べ物というのがまたいい。
こうやって、この広告やプッチンプリンについてふれるきっかけは、実は小学校2年生の息子。昨日、僕が新聞広告に気づく前に、息子が「あっ、きゃりーぱみゅぱみゅ」と発したのだ。
テレビCM、おそるべし。テレビの視聴者が減ったといわれて久しく、そのことは紛れもない事実だと思うし、現に、僕が授業を何度かお手伝いしている某専門学校の生徒に聞いても、テレビを観ないと答える生徒のほうが多いのではないかと実感しているくらいだ。
しかし、小学生のあいだでは、まだまだテレビの力は根強いと思う。息子や娘（小6）はリモコンをいじって、目当ての番組を見つけ、片っ端からハードディスクに録画している。帰宅後、自分で番組を再生しながら、CMを飛ばしながら（早送りしながら）観ていることも珍しくない。
そんな息子が、きゃりーぱにゅぱみゅもプッチンプリンも知っているのだから、息子に早送りされなかったCMなのだろう。
新聞の突き出し広告のキャッチフレーズが「愛されて40年」でなく、「プッチンされて40年」と書かれているところもいい。「プッチンされて」という表現はこの商品でなければ使えないし、「愛されて40年」というよりも自慢げに受け取られにくい。
庶民的な商品でも、ブランド広告が成立することを再確認した。庶民的でも、続けることでブランドになる。これって、自分に当てはまるのかな。というより、当てはまりたいなぁ。
- Yasu
デザイナーを経て、クリエイティブディレクター、コピーライター、ライターに。「ベースボール」代表。広告&Web企画・制作、インタビュー構成をはじめ『深川福々』で4コマ漫画「鬼平太生半可帳」連載中。書籍企画・編集協力に『年がら年中長嶋茂雄』など。ラフスケッチ、サムネイル作成、撮影も。
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