Liberation wrapper lets Japanese women open wide

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.

Miss Representation: how women are portrayed in the media


The documentary Miss Representation by actor and filmmaker Jennifer Siebel Newsom premiered at the 2011 Sundance Film Festival last year. This film explores how the media’s misrepresentations of women have led to the under-representation of women in positions of power and influence. Millions of people have watched and responded to this film so far, but as Jennifer herself observes:

“More than the numbers, it’s the individual stories of action which are especially poignant. From the mother in New York who successfully lobbied Mayor Bloomberg to have a pornographic advertisement removed from her child’s bus stop, to the high school youth who started a ‘MissRep’ club to discuss sexism in the media with her classmates, we have been reminded again and again of the power of one individual having courage and using her or his voice to stand up to injustice.”

Find out about bringing this 90-minute documentary film to a classroom near you.

Continue reading