Van Houten Cocoa aims to be the brand that understands mothers best and releases them from their daily stress. We researched the daily stresses mothers face,the things they hold back from saying to their families, and then we shouted out those frustrations for them. Van Houten Cocoa returns Sweet cocoa returns mother transformed in a metal figure for stress to an original figure.

We formed the metal band “MAMAMETAL” to scream the words in those mother’s hearts. To show this band as full-fledged artists, we used stage actresses active in Japanese theater troupes and the metal band “Barbariancherry” for a collaboration. We released several songs on Youtube and FB with lyrics based on the little day-to-day stresses, #1 “Lazy Boy”(Like sons who don’t get out of bed when you wake them up), #2 “House Maid” (Carefree husbands who don’t help with chores), or #3 “Coming Home Late” (daughters who don’t text to say that they won’t need dinner).

A great many mothers have used this video to shout out their frustrations on SNS. In 3 weeks these videos have been played over 2.1 million times, and have become a hot topic on TV. We have received comments like “That’s exactly how I feel!”, “I wish there was a karaoke version”, and “I downloaded it and listened to it over and over.” The videos have been shared between mothers and between family, and many mothers have sympathized with, laughed at, and relaxed to the videos. These entertaining promotions unlike any cocoa ads before have enjoyed great acclaim and Van Houten’s sales have increased 160% year on year. Purchase intent increased 32%. We have secured our presence as the brand moms like.