"100 years with your teeth. The Xylitol Project" Lotte and stakeholders set ESG mid-term targets and develop a narrative co-creation structure

LOTTE plans to increase the "percentage of people (in Japan) who use xylitol in their daily lives for dental and oral health" from the current 32% to 50% by 2028 as a mid-term ESG goal. This is despite XYLITOL gum already having 90% brand recognition, but less than 30% of people knowledgable about the specific functions of xylitol as an ingredient.

Against this backdrop, LOTTE launched the "100 years with your teeth. The Xylitol Project." campaign in October 2020. The brand message is "Toward a cavity-free society." The first step was to provide xylitol-containing tablets and servers to 10 nursery schools and kindergartens in Aizuwakamatsu City, Fukushima Prefecture, Northern Japan.

Honda Office was in charge of developing the narrative and directing the PR for this project. We helped formulate the guidelines for a project that would continue over the medium to long term, with the "co-creation structure" comprised of: the company, local government, dental professionals, and consumers (citizens) as the focus.

The project received favorable press coverage, and some municipalities showed strong interest in collaboration. The project has also begun to show results in XYLITOL gum sales in Aizuwakamatsu City, where the introduction of the xylitol system had started.

  • Consumer-oriented Management Excellence Awards 2021 (sponsored by the Consumer Affairs Agency)

    Director-General of the Consumer Affairs Agency Award (Special Category)
    *LOTTE received the award in recognition of its efforts, including this project


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