monsters in the stomach
Otsuka's Fibe-mini is a carbonated dietary-fiber drink designed for people who don't really eat healthily enough, or eat out too often, or are on a diet (apparently because the digestive enzymes can't absorb the fiber it expands in the stomach and stops you from overeating.) Info on the product: www.otsuka.co.jp
Recently a funky campaign ran along the JR line, which included poster ads of furry monsters and a display of the actual monsters used for the ads (I think) outside the RanKingQueen store in Shibuya.
Each monster represents a bacteria or something in your digestive system that isn't good for you. The monsters themselves are cute enough, but what really caught my eye was the web site, which features great cheesy theme tunes for each monster and a very simple typing game to let you fight each monster: www.out-put.jp