TOKYO: Japanese confectioner Meiji, cashing-in on Nippon's fondness for fashion and the outrageous, is promoting its Xylish chewing gum range with ten thousand pairs of shorts and panties.

Japan Marketing News reports that every pack of Xylish (pronounced "keelish") is printed with a special code that consumers are invited to key-into a promotional website.

From a choice of thirty designs, entrants provide their waist size as well as contact information. "Then you wait to see if you're amongst the 10,000 people who win in the prize draw".

If the promo succeeds, as it surely will, Meiji will not only have moved a lot of the sticky stuff – it will also be on the receiving end of a substantial online database for further exploitation.

The panty designs are equally outrageous – see for yourself by clicking here.

Data sourced from Japan Marketing News; additional content by WARC staff