Nan Ten is a well-established Japanese throat lozenge brand that had a bit of a staid reputation. Everybody knew the jingle that came at the end of every commercial: ~Nan Ten nodo ame~ (Nan Ten throat lozenges), but nobody was particularly excited by it.
That is, until about a week ago, when this updated brand song—which took a somewhat hackneyed jingle, put it to a thumping dance beat, and combined it with screwball lyrics—started to take Japan by storm.
Here are the first couple of verses, loosely translated:
I am Nan Ten Man.
(Song starts)
Nan Ten Throat Lozenges
(Telop: The Nan Ten Girls*)
Lick it, slurp it. Lick it, slurp it.
How is your voice doing?
Try it and see.
It's the throat lozenge everybody loves.
Nan Ten Nan Ten Nan Ten Nan Ten
Lick it, slurp it. Lick it, slurp it. Lick it, lick it, lick it, lick it.
Nan Ten Nan Ten Nan Ten Nan Ten
Lick it, slurp it. Lick it, slurp it. Lick it, lick it, slurp, slurp, slurp, slurp.
We've been together for over 10 years
We know each other through and through
I believed in you, so it was quite a shock
I had only gone and caught a cold
Hello?
Who is this?
Your boyfriend doesn't know it's you!
Nan Ten Nan Ten Nan Ten Nan Ten
Lick it, slurp it. Lick it, slurp it. Lick it, lick it, lick it, lick it.
I was a shoe-in to get that job
I kept telling myself I'm totally in
I rehearsed the interview again and again
But after all I did to prepare so well
So, tell us a little bit about yourself
I'm strong and confident . . .(coughing fit)
You never got through to them!
Nan Ten Nan Ten Nan Ten Nan Ten
Lick it, slurp it. Lick it, slurp it. Lick it, lick it, lick it, lick it.
*The Nan Ten Girl in the center is wearing a face mask. People in Japan who've caught a cold commonly wear face masks to keep from infecting others.
