Results and Effectiveness

• Free PR: Over 10 TV programs covered the fight between Xylitol Man vs Bacteria Monsters on the event day, creating massive buzz • Over 50,000+ teens were given a chance to try Xylitol during the event • Lotte Xylitol became a top-of-mind brand post the campaign, resulted in an increase of sales by 33%

Creative Execution

To connect the product and its unique benefit with the teen target under FDA regulation, the special events/ stunts advertising took place on the street - “Xylitol Man” fighting with its bacteria enemies were set, to communicate Lotte Xylitol’s anti-bacteria benefit and oral hygiene in several teen touch points. • Pre-event, “Bacteria attack city” - Bacteria monsters squad around Bangkok city, we created big buzz together with Poster + Flyer distributions. • Event, “The Judgement day” - Real fight between Xylitol Man and Bacteria Monsters. Xylitol Man fly from the top of a building to fight with Bacteria Monsters at Siam Paragon, the centre of Thai city and where teens hang out. Various Games and Dental check up by dentist were available. • Post Event, “Safe city from Bacteria”- Educational school Tour with dental check up, Canteen Roadshow, Product sampling + Bacteria Meter kits giveaway were provided during activities.

Insights, Strategy and the Idea

Most of chewing gum brands in Thailand projected only the traditional benefits such as fresh breath, good taste and sugar free etc. We were challenged by Lotte Xylitol, to promote its additional benefit of bacteria protection in an ‘unconventional’ way, and raise awareness that such function is necessary, in particular to the hard to reach teen’s targeted consumers. To add to the challenge, the Food & Drug Administration of Thailand does not allow a brand claiming such benefits via TV commercials. Thai teens grew up with Japanese robot hero show such as The Power Rangers and Godzilla. Our strategy is to excite, engage and educate our teen target with a story of community hero via special events and stunts around town; we mimicked the idea portraying ‘Xylitol Hero’ who came to town to fight the evil ‘Bacteria Monsters’ who were running at large attacking everyone in the community.