Marshy Posted 1 hour ago Share Posted 1 hour ago Hi-Chew is rolling out a new lovable face that’s sure to stick with fans. Meet Chewbie, the newest addition to the Japanese candy’s family and its first-ever mascot. This genderless, blob-like creature is a walking and talking embodiment of the brand’s playful spirit, spreading joy and mischief in equal measure. “Chewbie is the embodiment of Hi-Chew—a plump, carefree chew whose mission is to make the world around them a bit more fun and extraordinary,” the company explains in a press release. “As a seeker of amusement, Chewbie is spontaneous and lets curiosity get the best of them. Whether Chewbie is trying new things, stirring up some innocent mischief, or handing out free Hi-Chew to fans, this fun-loving mascot is all about spreading joy and sharing the chewy goodness.” Besides donning Hi-Chew merch as their daily attire, the ambiguous character has a mango-yellow complexion, mirroring the middle of the chewy confectionery. It also has an expansive wingspan to carry stacks of the candy, as well as “perpetually sticky fingers.” In addition to their bubbly persona and appearance, Chewbie speaks a whimsical language called “Chewlish,” peppering every sentence with the word “CHEW.” Chewbie made their first public appearance quietly last month and is now making a splash, including a recent debut on Jimmy Kimmel Live. The new mascot arrives as Hi-Chew’s parent company, Morinaga, seeks to expand its presence in the US and connect with younger audiences, particularly Gen Z and millennials. This sweet character comes with a mission: to encourage fans to choose fun and embrace their authentic selves. View this post on Instagram A post shared by HI-CHEW (@hichewusa) “Chewbie embodies everything that Hi-Chew represents—joy, excitement, and chewiness,” says Teruhiro Kawabe (Terry), chief representative for the USA & president and CEO of Morinaga America, Inc. “Chewbie's friendly energy and mischievous attitude are sure to bring even more fun to the Hi-Chew brand. We look forward to welcoming Chewbie as our official mascot and creating opportunities for fans to interact with a tangible vision of Hi-Chew.” View this post on Instagram A post shared by HI-CHEW (@hichewusa) View this post on Instagram A post shared by HI-CHEW (@hichewusa) View this post on Instagram A post shared by HI-CHEW (@hichewusa) https://www.fastcompany.com/91210044/hi-chew-new-mascot-chewbie https://www.marketingdive.com/news/hi-chew-chewbie-mascot-gen-z-millennial-marketing/727748/ https://adage.com/article/podcast-marketers-brief/hi-chew-created-its-first-brand-mascot-chewbie/2586781 Images: Hi-ChewChewbie Quote Link to comment Share on other sites More sharing options...
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