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 Kiyoshi Brand: Matsumo Kiyoshi Agency: Interbrand Country: Japan


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 a

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