Lotte and Toppan Redefine Value of Gum for Perception Change and Brand Assets

This episode discusses how Lotte and TOPPAN collaborated to redefine the perception of gum from a mere confectionery to a valuable business tool. This strategy, termed "perception change," aims to reframe customer understanding of a product's value, moving beyond functional benefits to address specific user needs, such as improving concentration and facilitating communication in the workplace. The initiative involved creating new scenarios for gum use—like "Gum Concentration Up" and "Gum Meeting"—and designing distinctive brand assets such as specific packaging and interactive dispensers to reinforce this new perception. This approach not only seeks to expand the market for gum by appealing to office workers but also demonstrates how realigning brand perception can lead to new purchasing criteria and strengthen brand assets by imbuing them with renewed meaning. The goal is to establish gum as an essential item for enhancing productivity and fostering better workplace dynamics.