NEW Kurewrap swaps its longtime bobbed-girl mascots for rock band THE ALFEE in 22-year makeover
Kureha’s NEW Kurewrap (クレラップ) replaces its familiar bobbed-sister mascots with THE ALFEE in a July 27, 2026 TV campaign aimed at appealing to single-person households and expanding market use.
Kureha announced on July 27, 2026 that its flagship household film, NEW Kurewrap, has replaced the long-running bobbed-girl mascots with veteran rock band THE ALFEE.
The move, the company said, responds to changing household structures and aims to broaden the product’s appeal beyond traditional family audiences.
Longtime mascots retired after two decades
The bobbed-haired sister characters first appeared in television commercials in 2004, and a younger sister was added the following year.
Those characters and their family setting became synonymous with the brand and helped build recognition over many years.
Company executives said an internal review found the family-oriented campaign was losing resonance as household compositions shifted.
Kureha determined a fresh face — or in this case, a trio — was needed to reinvigorate the brand and overcome campaign fatigue.
Household trends drive marketing shift
Kureha cited demographic changes, including a rise in single-person households and lower marriage rates, as key reasons for the change.
The company also noted an aging population and evolving cooking habits that make previous family-focused messaging less effective.
Kureha’s packaging materials division emphasized the need to reach wider age groups and household types.
Officials said the new positioning is designed to align the product with modern daily routines such as meal prep, freezing and time-efficient cooking.
THE ALFEE stars in new TV commercial
The band members Ken Sakurai (71), Kōnosuke Sakazaki (72) and Toshihiko Takamizawa (72) appear in the television spots that began airing July 27, 2026.
THE ALFEE perform a new song, written by the band for the campaign, and appear in suits colored to match the product packaging.
Kureha said the new commercial shifts emphasis from product handling — previously showcased by demonstrations of cutting ease — to the film’s adherence to dishes and ingredients.
The band’s long-running public profile and cross-generational recognition were cited as strategic assets for reaching broader consumers.
Market context and competitive landscape
Kureha pointed to a market dominated by two long-established brands, and said it aims to increase both its market share and overall category consumption.
Industry participants note that the household film market has been concentrated, with the two major brands accounting for the majority of sales.
Kureha’s packaging division framed the campaign as an attempt to grow the category by encouraging more frequent use, especially among working households and those seeking time-saving cooking methods.
Executives expressed hope that expanded usage occasions—such as portioning, pre-preparation and freezing—will support market growth.
Product positioning and messaging updates
Beyond the change in talent, the campaign refocuses product messaging on practical performance in everyday kitchen tasks.
The commercial highlights cling to dishes and food items as well as convenience features that suit modern meal routines.
Kureha also intends to use the campaign to counteract perceived stagnation in brand perception and to refresh point-of-sale visibility.
Marketing materials accompanying the TV spots will emphasize functional benefits while leveraging THE ALFEE’s musical performance for broader recall.
Kureha’s packaging materials division representative, Sakiko Ohno, said the company recognized the need to modernize its image while preserving the product’s legacy.
She added that the pairing of a long-running consumer product with an enduring music act offered a strong affinity for reaching a wide demographic.
NEW Kurewrap’s rebranding marks the most significant change to its public image in 22 years, reflecting both cultural shifts in household composition and a strategic push to expand use occasions for cling film.
The campaign’s success will be measured by changes in market share, category volume and consumer response to the updated messaging in the coming months.
