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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

PEEL AND SEE WHAT YOU GET !

Gold Spike

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ClientMEIJI
CategoryB01. Foods
TitlePEEL AND SEE WHAT YOU GET !
Product/ServiceMEIJI XYLISH - MR. GRAPE & MISS ORANGE
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Shumei Takahashi DENTSU INC. Tokyo Creative Director
Copywriter DENTSU INC. Tokyo Yumiko Ota
Rintaro Shimohama DENTSU INC. Tokyo Art Director
Masanori Masuda DENTSU INC. Tokyo Designer
Hiroshi Takahashi DENTSU INC. Tokyo Account Executive
Yamane Yuriko Shigeki Illustrator
YAMAMASA Illustrator

Brief Explanation

Challenge: To design a package that will create noise for Meiji XYLISH’s two seasonal products, flavors grape and orange, with no budget for advertising. Target: Tablet gum users from teens to 30s

Describe the brief from the client:

Challenge: To design a package that will create noise for Meiji XYLISH’s two seasonal products, flavors grape and orange, with no budget for advertising. Target: Tablet gum users from teens to 30s

Description of how you arrived at the final design:

Meiji has always cherished the concept of fun with their confectionery products. In order to gain maximum word of mouth effect for the limited-time products, 12 different packages that would provide fun for users were designed: Mr. Grape in 6 costumes and Miss Orange in 6 costumes. The surprising costumes could only be revealed after peeling of the wrapper, adding the fun value to the act. (The funky designs were meant to appeal to Japanese youths, reminding them of cheap candy and sweets that always had a free gift or a sweepstake, the kind they would beg their moms to buy when they were kids.)

Indication of how successful the outcome was in the market:

Despite the fact of zero-advertising budget, Mr. Grape and Miss Orange managed to encourage the media and users to talk about them, especially on social media, and stimulated users to collect all the different types. They could even be found on auction sites for avid collectors. The results showed what a FMCG product could achieve by a package design idea and nothing else.