# Marsupial Spirits Unexpected Kangaroo Sightings in Japan Lead to Unusual Marketing By Brian G Randles | Published 2009-12-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kangaroo-sightings-in-japan References: [inventorspot](http://inventorspot.com/articles/kangaroo_liquor_goes_down_well_japans_outback_35157) & [yomiuri.co.jp](http://www.yomiuri.co.jp/national/news/20091202-OYT1T00464.htm) You would never think businesses would jump at the chance to put a kangaroo on the label of their product, but who can say no to free publicity? With all of the unexpected kangaroo sightings in Japan, [local liquor stores](https://www.trendhunter.com/trends/maruhi-variety-pack) are repackaging their same old [rice wine](https://www.trendhunter.com/trends/canned-sakes) with a [kangaroo label](https://www.trendhunter.com/trends/collectible-spirits-bottle). Part of the profits are going towards a kangaroo sanctuary in the Osaki City area, where most of the unusual sightings have been. Check out more on the Kangaroo Liquor and the full story behind the displaced animals at the links below. ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 15% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Animal Marketing:** Businesses are using unexpected animal sightings as a marketing opportunity. - **Cause-related Profit:** Part of the profits from the kangaroo-labeled products are going towards a kangaroo sanctuary, creating a cause-related profit model. - **Exotic Localization:** Exotic animal sightings in unexpected locations are becoming an opportunity for local businesses to localize their products with unique branding and marketing. ### Who This Affects Most - **Alcohol and Beverage:** Local liquor stores are repackaging their rice wine with a kangaroo label, creating a unique branding opportunity in the alcohol and beverage industry. - **Tourism:** The unexpected kangaroo sightings could lead to increased tourism in the Osaki City area, as people come to see the displaced animals and support the sanctuary. - **Animal Welfare:** The kangaroo sanctuary and cause-related profit model are creating opportunities for businesses to tap into the growing consumer demand for animal welfare and ethical business practices. ## Related on Trend Hunter - [Japanese-Inspired Seltzer Launches](https://www.trendhunter.com/trends/unusual-your-usual-campaign.md) - [Branded Restaurant Plush Toys](https://www.trendhunter.com/trends/koala-on-a-walla.md) - [Charitable Racoon-Inspired Beer](https://www.trendhunter.com/trends/raccoon-lager.md) - [Augmented Reality Wine Bottles](https://www.trendhunter.com/trends/ar-sinister-wine.md) - [Purpose-Driven Hard Kombuchas](https://www.trendhunter.com/trends/citrus-safari.md) - [Japanese Energy Drink Variants](https://www.trendhunter.com/trends/red-bull-power-pack.md) - [Design-Forward Matcha Liqueurs](https://www.trendhunter.com/trends/matcha-liqueurs.md) - [Springtime Soy Sauce Packaging](https://www.trendhunter.com/trends/kikkoman-bottle.md) - [Bag-in-Box Spirit Packaging](https://www.trendhunter.com/trends/mandatory-spirit-co.md)