PEEL AND SEE WHAT YOU GET ! by Dentsu Inc. Tokyo for Meiji

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PEEL AND SEE WHAT YOU GET !

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Industry Dairy products & Eggs, Confectionery & snacks, Chocolate
Media Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Shumei Takahashi
Art Director Rintaro Shimohama
Designer Masanori Masuda
Illustrator Yamamasa, Mr Shigeki Yuriko Yamane
Released May 2010

Awards

Spikes Asia 2011
Design Packaging Design Gold

Credits & Description

Type of entry: Packaging Design
Category: Foods
Advertiser: MEIJI
Product/Service: MEIJI XYLISH - MR. GRAPE & MISS ORANGE
Agency: DENTSU Tokyo, JAPAN

Creative Director: Shumei Takahashi (DENTSU INC. Tokyo)
Yumiko Ota: Copywriter (DENTSU INC. Tokyo)
Art Director: Rintaro Shimohama (DENTSU INC. Tokyo)
Designer: Masanori Masuda (DENTSU INC. Tokyo)
Account Executive: Hiroshi Takahashi (DENTSU INC. Tokyo)
Illustrator: Yamane Yuriko Shigeki
Illustrator: YAMAMASA

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.