So, just in case you're still wondering if things are really done differently over here in Japan. . .
Häagen-Dazs Japan, which regularly develops Japan-only flavors specifically for discerning local consumers, pulled off a unique promotional event the other day that shows just how "other worldly" some aspects of marketing in Japan can be.
On May 1, Häagen-Dazs Japan launched the Dolce Series, a new line of luxury ice creams conceived on the idea of delivering "supreme happiness," or "ecstasy." The new items are distinguishable from regular Häagen-Dazs thanks to a new a new gold-topped package that's smaller and (even) more expensive than the existing line of products (mini-cup: 110ml @ 325 yen vs. 120 ml @ 260 yen). Two flavors are presently available, Tiramisu and Crème brûlée.
Obviously, there's new advertising as well.
True to the "ecstacy" positioning, the ads (which can be seen here) artfully comingle sensuality with spiritual imagery to create the sense that Dolce provides a transcendent experience. They're aimed straight at today's Japanese adult women who are as busy as ever, but are also the richest they've ever been, thanks to staying single and in the workforce much longer. 
Over the past few years, day spas and lifestyle improvement facilities (providing yoga, relaxation rooms, aroma therapy, etc.) have been springing up all over Japan—to serve the needs of these flush but frazzled consumers who are desperately in need of pampering.
Dolce is all about indulgence—escape to a place that's all relaxing and comforting and sweet and safe (in other words, heaven). 
Hence the use of halo-like lighting and angelic imagery in the ads, along with Ave Maria as theme music (perhaps blasphemous by some western standards, but this is Japan where these things are absorbed through a different world view).
So what about this buzz-inducing event I've been talking about?
In line with the above, Häagen-Dazs Japan got together with Sealy Japan (that's right Sealy—the mattress manufacturer) to create a jointly sponsored event meant to promote heavenly bliss (and both brands' products).
One hundred couples were invited (by entering a Haagen Dazs prize drawing) to a private concert by three top-notch classical musicians. Häagen-Dazs ice cream was provided for all, as the invitees watched and relaxed, from their very own double beds, which had been laid out instead of seating in the concert venue!
So, was this a dream come true experience?
I can't really answer as far as the concert-goers are concerned (apparently some watched, while some slept), but in some ways it is certainly is a dream come true PR-wise for Häagen-Dazs, as the story was picked by a slew of Japanese media outlets.
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* Copyrights to the above TV commercial, and all others shown on this site, are the property of the organizations and creators which produced them.
* Photo of Dolce event from Jiji Press, linked from Livedoor News here.
