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

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 a

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