LOTTE: Play With Your Food

Lotte Group, a Korean-Japanese conglomerate, increased brand sales of its ice cream brand, SOH, in Japan by launching spoons shaped like pencils and encouraging consumers to draw pictures on their ice cream.

Campaign details

Brand: LOTTEAgency: Dentsu Inc

Background

In the Japanese ice cream market, companies compete by creating new flavors, resulting in a never-ending race to develop niche items and sell them at cut-rate prices. To us at Lotte, this seemed to take away from the fun of eating ice cream—and also went against the "stop worrying, be happy" brand value of our SOH ice cream. We wondered if there was a way to shift the focus of ice cream marketing from flavors to experiences.

Creative idea

Based on research indicating that drawing pictures made people happy, we...

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