Vodafone goes Hello Kitty

Another week, another new concept from Vodafone to woe customers. This time it is exclusive Hello Kitty content for one of its new handsets, the Sharp V501sh. Obviously the strategy of appealing to customers with an international image (yes, David Beckham also appeared in the company's ads in Japan) has not worked, and so Vodafone is trying to at least partly "re-localize" its brand. However, I wonder if Hello Kitty really is the way forward - such content would probably be much more successful in the US.

Update: And there is also a version targeting guys, featuring Gundam.