The message is that its product (the Salt&Litchi drink) is made with “mother’s knowledge” and “Kirin’s touch”.
The limited item (300 pieces) will be on sale until July 31. I suspect it won’t last until then despite costing 4,980 yen (US$48.53) apiece. Seems steep to most people but high quality melons are priced at this range in Japan, it’s not extraordinary.
I bet the gimmick will get them plenty of new customers, but it’s taste that matters most after all (not saying they are bad or anything). Hat tip to Japanprobe.