I just got back from Japan, where many ads feature movie stars or other celebrity opinion leaders. Tommy Lee Jones is the face of "Boss" beverages on vending machines all over Tokyo, for example.
Then there's Santa Claus, the brand--instant recognition for the Captain Santa Club, a store in the middle of the busy Hiroshima shopping district. Check out the company's website. The positioning seems to be preppy clothes for active people, or at least those who like to look like they sail or play golf. Now this is one brand name that should get high recall, wouldn't you agree?
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