To mark its 20th anniversary, Japanese brand Lotte has created over two million unique packs for its Xylitol gum brand, enabled by HP Indigo technology.
In a campaign designed to engage with millenials in Japan, Xylitol chewing gum brand owner Lotte has just launched a limited edition set of over two million unique packs of the gum brand, each featuring the artwork of 20 groups of 20-something Japanese artists and creatives.
Sharing news of this launch with PKN at PacPrint in Melbourne ast week, HP indigo GM Alon Bar Shany said what Lotte did was "brilliant".
"They have a huge market share in gum in Japan but they realised that the generation between 20 and 30 is chewing a lot less gum, so they picked well-known 20-somethings in Japan, and they invited them to create their 'image of the future' for the limited edition packages."
Toppan Printing of Japan printed the packaging on the HP Indigo 20000 Digital Press with the unique variations created by HP SmartStream Mosaic variable design technology.
"The HP Indigo 20000 was selected because of its ability to meet the strict brand requirements of Lotte to print high quality and high volume on film," Bar Shany said
The HP SmartStream Mosaic algorithm automatically generates unique graphics from seed patterns, producing one-of-a-kind prints suitable for a wide range of digital printing applications.
Using 20 patterns created from the 20 design groups, the packages were transformed into more than 2 million unique packages.
“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 20s,” said Takashi Fukuda, manager at Xylitol brand team, Marketing, Lotte Ltd. (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 No.1 gum brand in a new and inspiring way.”
