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June 30 2011

04:46

Japan - "Kikkomania" in Europe: novel ways to use long-cherished Kikkoman?

Wall Street Journal :: A new marketing campaign from the European arm of venerable soy sauce maker Kikkoman, “Kikkomaniaencourages people to come up with novel ways for using the cherished condiment with a trip to Amsterdam, not noted for its connection to soy sauce, on offer for the most creative submission. Early suggestions include adding a few drops to cocktails, or even painting with it.

A spokesman at Kikkoman in Japan said its overseas offices have freedom to decide how to market the company’s products. What would be your idea?

Continue to read Andrew Joyce, blogs.wsj.com

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