Freshness Burger, a national burger chain in Japan, came up with an innovative way to convince reluctant female customers to take a great big bite of the chain’s biggest burger. For Japanese women, having a small and modest mouth – “ochobo” – is regarded as attractive, and having a large, open mouth in public is regarded as “ugly” and “rude”. It’s considered good manners to cover one’s mouth when women need to open up wide. Enter the Liberation Wrapper – and it worked – boosting sales of that big burger by 213% compared to the previous month’s sales after introduction at Freshness Burger.
A grateful hat tip to Sociological Images for this unique cultural marketing example.