Oronamin C

Product summary

Oronamin C was introduced in February 1965 and initially sold in a 120 ml glass bottle sealed with a bottle cap. It contains isoleucine and many other essential amino acids as well as vitamins such as vitamin B2, vitamin B6 and vitamin C. It is available in supermarkets, convenience stores, and Otsuka Pharmaceutical Co. vending machines. The bottle cap was briefly replaced with a screw cap, but following a nationwide scare during the 1980s regarding a large number of poisoned sealed bottled beverages known as the Paraquat murders, this screw cap was replaced with a one-time 'pull-cap' which cannot be re-sealed after opening. Child welfare activist Osamu Mizutani wrote that the previous screw caps allowed individuals to put in paint thinner and then re-seal the bottles.

In 2000, a sister product Oronamin C Royal Polis was introduced, containing royal jelly and propolis extracts. While originally sold as a medical health drink with carbonation added, the Japanese Ministry of Health and Welfare filed a claim resulting in the judgement that Oronamin C could not be labeled as a medical health drink. This was a difficult time for Otsuka Pharmaceutical Co., but before long, the Genki hatsuratsu television advertisement featuring comedian Kon Omura became recognizable nationwide, and Oronamin C grew into a best-selling health drink in Japan. Many competing companies have introduced similar health drinks in an attempt to topple the current market oligopoly, but so far, none have been successful.

Commercials

Oronamin C's slogan is Genki hatsuratsu, meaning 'full of vitality'. The initial spokesperson for this campaign was comedian Kon Omura, and it appeared for about 10 years. In the mid-1960s television advertisements and enamel billboards were used for marketing Oronamin along with other Otsuka Group products. Japanese baseball players from the Yomiuri Giants promoted Oronamin with the phrase 'Oronamin is a small giant!'.

The tagline 'C power becomes G power!' was also used. The popular Japanese singing group SMAP's songs became featured in Oronamin commercials in 1994 and 1995. Around 2001, a television campaign called 'Let's find the Yujiro of the 21st century!' debuted featuring actors from Ishihara International Productions, Inc. Hideki Matsui worked as a spokesperson for sister product Oronamin C Royal Prolis during his career with the Yomiuri Giants.

Another version of Oronamin television advertisements featured Yūzō Kayama and the Southern All Stars with the slogan 'Clear distinction Oronamin C'. Starting in 2004 a tie-in was established with the Kamen Rider Series, with actors Takayuki Tsubaki, Shigeki Hosokawa, Hiro Mizushima, Takeru Satoh, Kōji Seto, and Masahiro Inoue promoting Oronamin. In 2009, the animators who did the Fresh Pretty Cure! series also did the same.

From 2016, Kamen Rider actors starred in commercials as trios, including casts from Kamen Rider Ghost, Ex-Aid, Build, Zi-O, Zero-One, Saber, Revice, Geats, Gotchard, Gavv, and ZEZTZ. Current television commercials feature Japanese idol Aya Ueto as the main cast appearing along with a costar sports athlete or other celebrity. The slogan changed a little to Genki hatsuratsū?. Initially her co-stars answered 'Of course!' but now answer 'Sugē hatsuratsu!'.

Genki hatsuratsū? advertisement battle

For about a half year starting May 9, 2005, the Genki hatsuratsū? advertisement battle was held for all young members of the Yoshimoto Kogyo Japanese entertainment conglomerate. Performers were to plan and create an original television commercial, and these commercials would compete against each other. The prize was 8,202 dollars and the possession of broadcasting rights in the winners hometown. Among the many contestants, Nibunnogo! was the winner with Tōtarutenbosu in second place.

Oronamin shake

In 1971, a television advertisement 'Home Party' introduced the recipe for the Oronamin Shake: Oronamin C mixed with a raw egg. Even today that recipe is featured on the Oronamin C recipe webpage, though using only an egg yolk is recommended nowadays.

The television advertisement introduced the shake with the copy 'My older sister and I have Oronamin and juice. Mom puts in an egg and has an Oronamin shake. Dad has Oronamin and gin.' In 2004 a television advertisement featuring model Ai Tominaga and singer-songwriter Shigeru Izumiya reintroduced the Oronamin shake.

Did You Know?

• Oronamin C was named after Otsuka's Oronine H Ointment in hopes it would be equally successful.
• The Oronamin Shake recipe, mixing Oronamin C with a raw egg, was first introduced in a 1971 TV ad called 'Home Party'.
• In 2005, a commercial competition called the Genki hatsuratsū? advertisement battle offered a prize of 8,202 dollars.