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....