This is how "Words to Eat" was born. New co-creation marketing.

This series explores marketing through the lens of the Effie Awards, a unique advertising prize that prioritizes "results." This installment features Dentsu Inc. communication planner Rinko Kato and art director Yusuke Imai, whose experiential picture book " Words to Savor " (Froebel-kan) won an APAC Effie Award. They share the vision behind the project and the process, revealing new possibilities for marketing.

" Words of Eating " (Froebel-kan), Bronze Winner in the "Positive Change Social Good - Brand Category" at the APAC Effie Awards

This conversation was conducted online.

"Words of Eating," an experiential picture book challenging conventional education

Kato: First, let me explain the concept of "Words We Eat." It's an experiential picture book where you savor the meaning of words. When you turn the pages, you find seven "edible words" used in human communication—like "like," "dislike," and "stupid"—enclosed inside. You can experience with your five senses how the person hearing those words might feel.

Each taste was developed under expert supervision. For example, "like" has a faintly sweet taste, while "dislike" has a slightly unpleasant taste with lingering bitterness. "Like" is sweet and delicious, making you feel happy. "Dislike" is bitter, leaving you with a lingering unpleasant feeling... Developed to help children taste and physically experience words, deepening their understanding, especially as bullying through violent language remains a persistent problem. It's an active learning picture book that steps outside the traditional picture book framework.

Imai: Kids understand things more through their senses than through words or logic, right? In that sense, I thought the "eating words" approach would be effective.

Young children, once they learn strong words like "hate" or "stupid," often want to use them right away. But they frequently can't imagine how the other person feels. As they get a bit older, they can send those words via smartphone without even seeing the recipient's face. I feel this connects to recent LINE bullying and attacks on Twitter.

Precisely because it's so easy to hurl strong words in today's world, we need to focus much earlier on building language literacy. That's why I designed the concept around "picture books + taste" – so even young children can intuitively grasp the meaning of words.

Kato: Creating it was harder than expected. To avoid imposing our own subjective interpretations of word flavors, we consulted various experts—linguists, educators, pastry chefs—for their advice. Also, since how words are felt and perceived is ultimately personal, we included an experiential program in our actual tasting events and workshops. After people tried the sweets, we gave them time to freely imagine: "If it were me, what would I make it look or taste like?"

Imai: There were many physically demanding aspects too. We meticulously verified the book's thickness and the confectionery's size right up to the last minute, and we were particular about the appearance and variety of the sweets themselves. We held numerous tasting sessions, focusing intently on flavor and texture. We also seriously considered whether the illustrations paired with each word would serve as effective support tools for children to truly understand the words. It's packed with the wisdom and ingenuity of various professionals.

The process itself is innovative. What is the essence of co-creation?

Kato: 'Words to Eat' began as an innovation project for Froebel-kan. Driven by the client's desire to bring fresh ideas to the publishing house, I've been involved since 2018.

The project process itself is highly unique. Each year, one member selected from within the client company and the Dentsu Inc. team become one fully integrated team to plan together. We then present the proposal jointly to the president of Froebel-kan, and the approved concept became 'Words for Eating'.

The client's representative also drives the project during the actual production phase, acting as the Creative Director (CD). I also serve as CD on this project, creating a dual CD system where we work in tandem.

Imai: It wasn't the typical client-agency relationship, right? We interacted more like internal team members. I think it worked well because we clearly defined roles while functioning as one team.

Kato: In reality, "Words of Eating" involved cooperation from cooking schools, university professors, and elementary schools. I don't think it would have been possible without Fröbel-kan's dedication. Their CD primarily handled contacting and explaining things to stakeholders, and we also collaborated on designing the experiential programs.

Imai: The client's CD mentioned it was a truly valuable experience. Also, since it was such an unconventional project compared to their usual work, it had a significant impact on those around them.

Kato: Both Imai and I produced the " Zero-Point Museum " project the previous year, and they mentioned that garnered attention within the company too. While the number of primary staff members is small—just one person per year—realizing these projects requires cooperation from various departments across the company. The themes are also challenging, so it seems to inspire people beyond those directly involved. (Actually, we're exploring future possibilities for the Zero-Point Museum too.)

"Zero-Point Museum" (Froebel-kan)

Kato: I often feel that in today's world, where problem-solving methods are diverse and achieving results requires tackling high hurdles, the client's commitment and collaboration are increasingly crucial. In that regard, 'Words of Eating' represented an ideal relationship.

Running together from start to finish, using that as a hub to spread positive influence to those around us—that's the essence of co-creation and a crucial point for future marketing. I feel this project is packed with that very essence. Of course, I'm confident in the output, but I believe the process itself holds valuable knowledge.

"Evolution as Education and Publishing" Led to the Award Recognition

Kato: 'Words of Eating' won Bronze in the 2020 APAC Effie Awards, in the "Positive Change Social Good - Brand" category. As mentioned in the first installment of this series, the Effie Awards prioritize "results" over ideas or buzz. When people hear "results," they often think of tangible metrics like sales or user numbers. However, 'Words of Eating' is a branding initiative addressing social issues, and it doesn't yield significant results in the form of large numbers.

I believe we won this award because the "Education & Publishing Innovation" aspect was ultimately recognized. The future of the publishing industry is a global concern. Perhaps our marketing activities, centered on a publisher's social purpose and experience, were valued.

Actually, in the results section of the application form, I honestly wrote, "This is a grand theme about solving verbal violence, so it's not something that will yield results overnight." Winning the award for that might be due to the nature of the category, but it was still a bit unexpected.

Imai: Indeed, I think there was a novelty in the "Education & Publishing Innovation" aspect.
When we were interviewed by the media during the announcement, the phrase "a new form of active learning" came up quite a bit, didn't it? Also, I think the fact that 'Words for Eating' helped establish Fröbel-kan as a leading company in language education was recognized.

A leading company shining a light on overlooked aspects of Japanese education and proposing flexible solutions. I think that's what earned the recognition. I once developed a product called "nameless paint" at Kokuyo, and I feel there's still so much more we can do in education and publishing.

"Nameless Paint" (Kokuyo)

Kato: That's right. Education fundamentally has no single correct answer, and it's not a theme that should be treated as a passing trend, making it difficult to update simplistically. That's precisely why starting small, even with a modest initiative, and first creating a tangible form is key. Then observe the response. I feel this kind of marketing activity is well-suited.

And this isn't limited to education or publishing, right? In today's world, even without massive advertising budgets, meaningful things can generate buzz, and by putting them out there, you can see the demand. So, even if it's small, there's value in throwing a stone. The environment is ripe for such challenges. Starting small, making quick decisions, and steering the ship—isn't that the way forward?

Imai: I think we should execute more and more. But we need to build new frameworks first—true co-creation with clients, the fusion of marketing and creative, and so on. However, indiscriminate execution is meaningless. We must center our actions around the core essence, the fundamental purpose of what this company does and aims for, and build upon that.

By the way, what flavor does the word "marketing" have in the context of 'Words to Eat'? It can be any color, and its taste changes depending on who eats it—so maybe it's tasteless and odorless? What do you think, Kato-san?

Kato: Whoa! What kind of sudden, unreasonable request is that... (laughs). Hmm, I think it's sweet, fruity, and tart—well, basically incredibly delicious. Because marketing is like the leader of all kinds of activities, right? Hearing "tasteless and odorless" makes it sound dull and unappealing. I want it to be a flavor that's vibrant and captivating. Like the rainbow-colored "thank you" in 'Words of Eating'. Personally, I want to keep my eyes on all kinds of things and bravely challenge myself in marketing for this new era.