Lotte: ZEUS

Credits & Description:

Advertiser: LOTTE CO
Agency: ENJIN
Category: Core FMCG
Producer: Isao Tomizawa (Enjin )
Designer: Kazushige Takebayashi (Thinka )
Designer: Kiyohide Maki (Thinka)
CG: Keisuke Ueno (Pygmalion)
Communication Designer: Seiichi Nishikawa (Enjin)
Art Director/Designer: Yoichi Kondo (Enjin)
Producer: Ryota Mizutani (Enjin)

Outcome
In terms of results, a gum is considered a 'hit' in Japan if it sells 5m units per year - in the first two months of the product's release 7m units were sold, and sales have continued apace since then.

Brief Explanation
Japanese youth began to stop chewing gum.It occurred to me if a brand that instilled some new incentive to chew gum was made readily available to them, it would reawaken their desire to purchase gum. Inspired by Zeus, the God that controls weather, this product is named "ZEUS"; accordingly, I thought of various ways in which 'climate' is used on the packaging. Main visuals express a spectacular world view of natural phenomenon that are associated with each flavor.THUNDER SPARK for an acute and electrifying flavor, SNOW STORM for a freezing and strong cooling flavor, and RAIN SHOWER for the flavor of moistened senses.

Implementation
The gum-wrapper is partially attached to the container, so that the gum itself won't come apart. Furthermore, the packaging is designed so that when taking a piece of gum, a section of the wrapper automatically comes unstuck, allowing one to simply and naturally put the gum in one's mouth.

Client Brief Or Objective
My mission is to establish a chewing gum that stimulates the senses, a concept that until now has not been explored.Targets of products are males in their twenties.