How LOTTE compelled consumers to engage with its brand
Celebrities get playful creating 2 million unique chews
Japanese confectionary company LOTTE set out to mark its XYLITOL gum brand's 20th anniversary in a unique way. Instead of television commercials, LOTTE used packaging as the key media for engaging with its millennial audience. LOTTE recruited 20 groups of influential Japanese celebrities from television, film, sports, and the arts, all in their 20s, to create a design expressing their vision for the future, together forming a limited edition set of basic designs for XYLITOL chewing gum packages.
Using HP SmartStream Mosaic software those designs were then turned into 2 million unique packages, each featuring a distinct variation of one of the original 20 designs. In addition to creating interest at the point of sale, the campaign was shared across social media and television coverage, grabbing the attention of consumers, media and the confectionary industry.
Toppan of Japan, LOTTE’s printing partner, printed the packaging on an HP Indigo 20000 Digital Press. The HP Indigo 20000 was selected because of its ability to meet LOTTE’s strict brand requirements for high-quality, high-volume print on film.
“In order for us to take the next step, we decided to create uniquely designed packages expressing the vision of the future from the top 20 influential Japanese groups aged in their twenties,” said Takashi Fukuda, manager at Xylitol brand team, marketing, Lotte (Japan). “By creating a vision of the future together with today’s young generation and a unique experience for our customers, we are able to engage and connect the number one gum brand in a new and inspiring way.”