Japanese Brand Buys Name of Radio Commentator

To launch its new nutritional range of food and drink products, Japanese brand Euglena went one step further than sponsoring a sport - it bought the name of a sports commentator. Via agency Dentsu Tokyo, the brand paid well-known basketball radio commentator "Mr Jose" to change his name to "Mr Euglena" for the whole of a live radio game commentatry. He also spoke on radio ads for Euglena products, which aired between quarters during the game. Altogether, the Euglena brand was mentioned 54 times during the game, and sales rose 50% after it aired.