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March 26, 2002

New Lipovitan D Character Decided

Taisho Pharmaceutical Co., Ltd. (President: Akira Uehara) has selected a new Lipovitan D original character from proposals gathered between October 10 and December 31, 2001. 

Since going on sale in March 1962, quasi drug drink Lipovitan D has been one of Taisho Pharmaceutical's most popular products. This March it will be forty years old. To celebrate this anniversary, the firm has solicited proposals for a character to embody Lipdovitan D's "Fight!" and Ippatsu! (One more push!) spirit.

Proposals for the new character were solicited without regard to the age, sex, nationality, or professional or amateur standing of those submitting them. The majority of submissions were from individuals in their teens or twenties. The youngest was three years old, the oldest 81. Fourteen proposals were received from outside Japan. In all, 2,204 individuals submitted a total of 3,911 characters. About half were received from professional designers or design students at art schools, who are working to become professional designers. The quality was thus very high.

During the first stage of judging, the 3,911 characters submitted were reduced to 306. During the second stage, creative professionals from both inside and outside the company selected a short list of 25. Of the 25, one was selected for the Grand Prix, one for the runner-up, and six for honorable mention. The winner of the Grand Prix was awarded a certificate and a cash prize of three million yen.

The winning character will be widely used at sponsored sports events and in premium and sales promotion campaigns. 


In addition to embodying Lipovitan D's basic attributes as a nutrient-supplement tonic drink, the character embodies the creative concept "Exertion, Bonds of friendship, victory" and the product image captured by the TV commercial slogan "Fight! Ippatsu!" 

Selection Criteria

- Good fit with theme
- Friendly and lovable
- Good fit with the Lipovitan D logo mark.
- Originality

Key Points in Grand Prix Selection

The proposal of a pair of characters, their warmth and friendliness, and their lively, energetic expressions made them a good fit with the "Exertion, Bonds of friendship, victory" theme and the product image. Also, the inclusion of the gear pattern used in the product label provided a strong link with the product. These were the key factors in determining the Grand Prix winner.