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2004.11.17

小林製薬の「カゼピタンぬる」

いろんなCMがあるけれど、我が家で一番受けているのは小林製薬である。なんといっても商品名が秀逸だ。「ブルーレットおくだけ」のころから怪しくなりだして、うちの奥さんが(松)をつけた「トイレその後に」をはじめ、「髪の毛集めてポイ」「キズアワワ」「しみとりーな」「チン!してふくだけ」などなど。ふざけとんのか、と思ったらやっぱり本社は大阪市中央区道修町(読めるかな?)。で最近のものには「カゼピタンぬる」がある。どんな製品かといえば、要するに「ヴィックス・ヴェポラップ」である。商品名は「カゼピタンぬる」の方がわかりやすい。ヴィックスの方は「何や横文字がハイカラで効きそうやなあ」という一昔前の日本人にはアピールしそうだが、トレンドは小林製薬である(きっぱり)。しかし、しかしながら残念なことに、CMで「手も汚れない」などというせりふがある。後発の弱みで何か新しい付加価値をと考えてか、アンメルツ ヨコヨコ(これも小林製薬)みたいなパッケージでそのまま塗れるようにしてしまったのだ。ちがう!あれは手でぬりぬりするから良いのだ。惜しいぞ、小林製薬。画竜点睛を欠くぞ、小林製薬。ところで、俺はなんでこんなに熱く語っているのだ。。。

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