Advertiser: Matsumo KiyoshiBrand: Matsumo KiyoshiAgency: InterbrandCountry: Japan
Objectives
Matsumoto Kiyoshi (hereafter "Matsukiyo") is the largest drugstore chain in Japan with more than 1,500 stores. Toilet paper was the ideal way to disrupt its marketplace. With both own-branded and second party brands, it sells more toilet paper than any other chain in Japan.
We could not, of course, increase overall sales in this sector—it is unlikely, as well as problematical, to try to convince Japanese people to use more toilet paper, and sales of toilet paper overall are set to drop as the Japanese...