Matsumoto Kiyoshi Holdings: End Embarrassment

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

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...

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