To celebrate the 20th anniversary of its character-based lottery in which every ticket guarantees a prize, BANDAI SPIRITS launched the “Super 20th Anniversary” Project in December 2023.
The lottery originally began in 1996 in a different format as a wind-powered game. To express gratitude to the many fans who have supported the brand for more than 20 years, the project introduced a range of initiatives designed to deliver even greater enjoyment to customers.
Inspired by the distinctive sound made when peeling open a lottery ticket—“peri-peri”—the anniversary slogan, “It Doesn’t Start Until You Peri-Peri,” was created. January 9 was also designated as the official day of the lottery.
Through initiatives such as a Guinness World Records™ challenge for the largest mosaic image made from lottery tickets, peel-off advertisements that allowed people to experience the “peri-peri” sensation, and various participatory events, the campaign delivered the unique excitement of the lottery to fans.





This is the company profile of Dentsu PR Consulting. This document clearly summarizes our philosophy, services, strengths, and achievements. It introduces our efforts in supporting companies and organizations in solving their challenges across a wide range of areas, including PR strategy, digital initiatives, and risk management, with reputation management as our core focus. Please use this as a reference when considering your company’s public relations and communication strategy. (15 pages total)
PR Consulting Dentsu’s global PR support is distinguished by its strategic planning that takes into account the differences in PR environments and cultural backgrounds across countries and regions, as well as by its strong execution capabilities. We offer public relations and communication support tailored to the specific needs of Japanese companies aiming to expand into overseas markets, and for international companies seeking to enter the Japanese market. In response to the rapid evolution of digital technology and social media, we also provide one-stop PR solutions that cover the entire process—from strategic planning and execution to performance evaluation.
Hitachi, Ltd.
Honda Motor Co., Ltd.
Japan Airlines Co., Ltd.
Honda Motor Co., Ltd.
Honda Motor Co., Ltd.
Japan Airlines Co., Ltd.
Tsumura & Co.