Lotte Confectionery Xylitol Gum and BTS's new advertising campaign 'Smile to Smile Project' commercial video. (Photo by Lotte Confectionery)
[Asia Economy Reporter Seungjin Lee] Lotte Confectionery announced on the 20th that its Xylitol gum is launching a new advertising campaign, the ‘Smile to Smile Project,’ in collaboration with the idol group BTS.
The ‘Xylitol X BTS’ advertisement had already attracted significant attention even before the main video release, with the teaser ad nearing 1.6 million views. The main video features all seven BTS members chewing Xylitol gum and smiling in various situations, conveying the simple yet core message of ‘smile.’
The ‘Smile to Smile Project’ was planned with the intention of encouraging people not to lose their smiles and to spread laughter worldwide despite the hardships caused by COVID-19. BTS’s new song ‘Butter’ was used as the background music for the video, creating a lively and upbeat atmosphere. The advertisement will be broadcast on TV networks, cable channels, and online platforms starting from the 20th.
To commemorate the launch of the ‘Smile to Smile Project,’ Lotte Confectionery will produce and sell special edition products featuring BTS members’ images. These products will be available from the 20th of this month through Lotte Confectionery’s official online shopping mall, Lotte Sweet Mall, as well as online channels such as Coupang, Naver Brand Store, Gmarket, and Kakao Gift.
Additionally, Lotte Confectionery will produce 50,000 promotional L-holder items featuring BTS members and distribute them to customers who purchase the products. These will be given out on a first-come, first-served or lottery basis depending on the channel, at large discount stores, convenience stores, supermarkets, and other locations during this month.
Lotte Confectionery hopes that the ‘Smile to Smile Project’ with BTS will revitalize the gum market, which has been sluggish until now.
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