While I've seen consumer promotions from intimate apparel brands before, I can't say that I ever recall seeing underwear used as prizes in the promotions of other products. Well, there's a first time for everything—and given Japan's affection for fashion and the outrageous, let's just say that I'm not surprised by Meiji's use of undies to promote their line of Xylish gums.
It's a straightforward consumer campaign in which every pack of Xylish (pronounced "keelish") is printed with a special code that you type in on the campaign website. After choosing amongst 30 designs, you provide your waist size as well as your contact information. Then you wait to see if you're amongst the 10,000 people who win in the prize drawing.
As you'd expect, all of the designs are tinged with just a little bit of crazy, so this promotion is likely to be a hit amongst Japanese teens and young adults. Check out the whole assortment here.
Oh, and if you plan on entering, take note: the promotion ends at 5 p.m. on December 1.