Morinaga Milk Industry Formulates New Corporate Catchphrase "What we can do for your stomach today." to Realize "For Sparkling Smiles"! "Corporate Branding Initiatives" & "Brand Movie" Released on Official Website
Morinaga Milk Industry has launched a new corporate catchphrase, "What we can do for your stomach today.", to better communicate its value and realize its slogan "For sparkling smiles." This initiative addresses the challenge of high brand recognition but an ambiguous corporate image, aiming to clarify the company's strengths in delivering deliciousness and health through dairy products. The catchphrase, chosen by 3,000 employees, embodies three values related to the stomach: satisfying with deliciousness, fostering health, and building an open organizational culture.
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- 📰 Published: March 31, 2026 at 20:06
- 🔍 Collected: April 1, 2026 at 13:39 (17h 32m after Published)
- 🤖 AI Analyzed: April 17, 2026 at 04:44 (375h 5m after Collected)
Morinaga Milk Industry has formulated a new corporate catchphrase, "What we can do for your stomach today.", to more clearly convey its value proposition to customers and to realize its corporate slogan, "For sparkling smiles."
"What we can do for your stomach today." will be progressively rolled out in communications starting March 31, 2026.
d21580-1444-f3d04bc9cf58ea3de84cf39fc1021bf4.pdf■ The Challenge: "High Recognition, but Ambiguous Corporate Image"
Since its founding, Morinaga Milk Industry has leveraged its dairy-cultivated technology to deliver "deliciousness" and "health" to customers through a diverse range of products, including milk, yogurt, ice cream, cheese, beverages, and even infant formula. While being a familiar presence to customers, external surveys revealed a challenge: "the company name is known, but it's difficult to form a concrete image."
In response, the company has strengthened its corporate branding initiatives since 2024, aiming to more clearly communicate Morinaga Milk Industry's unique appeal to customers and ensure its corporate characteristics and strengths are recognized.
Positioning of the Catchphrase
Since 2017, when it celebrated its 100th anniversary, Morinaga Milk Industry has upheld the corporate slogan "For sparkling smiles," which expresses its desire to contribute to society through "smiles" as a result of the "health and happiness" it aims to deliver to customers.
This corporate slogan serves as a spiritual anchor and guiding principle for employees. To realize "For sparkling smiles," "What we can do for your stomach today." is positioned as a keyword that more concisely expresses Morinaga Milk Industry's strengths and characteristics.
Corporate Branding Initiatives (Scheduled to be released from Tuesday, March 31, 2026)
http://www.morinagamilk.co.jp/corporate/vision/brand/
The keyword is "stomach"
The keyword that emerged through repeated discussions was "stomach."
From various proposals centered on "stomach," the catchphrase chosen by approximately 3,000 employees was "What we can do for your stomach today."
This "stomach" embodies three values:
・Filling the "stomach" with deliciousness
・Nurturing health from the "stomach"
・Creating an organizational culture where people "speak their minds (stomach)"
M Nikori (M Smile)
The "M mark (corporate logo)" will continue to be a symbol of the Morinaga Milk Industry brand. However, to convey Morinaga Milk Industry's sentiments more accessibly in interactions with customers, a new "M Nikori mark" (M Smile mark) has been created by adding a smile to the "M" of the M mark. Various items utilizing the "M Nikori mark" have been created for employees and will be widely used in internal and external communications.
Release of Brand Movie
Along with the catchphrase, the brand movie "What we can do for your stomach today." will be released. It is a story that accompanies various "stomachs" in daily life through the "expressions of people's stomachs." Furthermore, the wish "May your stomach be well today" is expressed through music and visuals that seem good for the stomach.
Illustrator Shinichi Nakayama, known for his soft worldview, was appointed for the illustrations. Dr. Tsuneo Matsuike supervised the music and composition, aiming for a comfortable viewing and listening experience.
Brand Movie URL: https://www.youtube.com/watch?v=PCOayChI_rs (Scheduled to be released from Tuesday, March 31, 2026)
● Shinichi Nakayama
Born in Kanagawa Prefecture in 1986. He works on illustrations for advertisements, books, apparel goods, and picture books, and also works as an artist with essay serialization and solo exhibitions. His picture books include "Uso" (Lie) with poetry by Shuntaro Tanikawa and illustrations by Shinichi Nakayama (Shufu no Tomo Co., Ltd.), and "Jii~tsu" (Stare) written and illustrated by Shinichi Nakayama (Kaiseisha). Part-time lecturer at Tokyo Zokei University.
● Tsuneo Matsuike
Born in Tokyo in 1955. Director of Matsuike Clinic. Doctor of Medicine. Graduated from Jikei University School of Medicine.
He has performed over 60,000 colonoscopies. He also has a deep knowledge of the relationship between the stomach and music, and actively incorporates music therapy into his practice.
His main books include "The Book to Make Your Intestines Healthy," "Habits to Eliminate Intestinal Stress," and "POP HEALING MUSIC: Relaxation with Pops."
● Hirame / Singer-songwriter who sings about love and true feelings
In June 2020, she posted a 15-second acoustic guitar video of "Pocket kara Kyun desu!" on TikTok.
Her "Pokekyun" videos, featuring a finger heart, caused a "kyun phenomenon" by ranking on the TikTok weekly song chart for a long period.
Internal Penetration Activities
Even if a new catchphrase is formulated, its penetration will not progress unless employees themselves understand and empathize with it. Therefore, as the first phase of internal penetration activities, a workshop was held where employees considered "What 'What we can do for your stomach today.' means to us now" and shared their thoughts with each other.
On the day, President Onuki and past workshop participants reunited to reflect on their past efforts and earnestly discuss "what each of us will work on in the future."
Comments from participating employees included:
"It was a good opportunity to connect it with my own work."
"It became an opportunity for even departments not directly involved with 'stomachs' on a daily basis to take ownership of the concept."
These voices were received.
Furthermore, activities are planned to promote the penetration of "What we can do for your stomach today." during the new employee training for fiscal year 2026. Through continuous activities, rather than one-off events, the company aims to ensure internal penetration.
Morinaga Milk Industry will further enhance its value as a "stomach company" through products, research, and social contribution activities, using "What we can do for your stomach today." as its motto to realize "For sparkling smiles."