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.
Since I’ve discovered the website called Information is Beautiful, I’m afraid that all my available free time for at least the next year or so will be consumed by pouring over this fascinating time-sucker of a site. The book of the same name has been published across the world in nine languages. All of it was conceived and designed by David McCandless, a London-based author, information designer and data journalist. As he explains:
“I’m into anything strange and interesting. A passion of mine is visualizing information – facts, data, ideas, subjects, issues, statistics, questions – all with the minimum of words. Love pie – hate pie-charts.” Continue reading
Pity the poor marketer. As reported in Forbes earlier this year, a lot of us simply do not trust advertising. For example, a study called ‘Does It Really Ad Up’ from Lab 42, a Chicago-based research firm, revealed:
- 76% of respondents said ads in general were either “very exaggerated” or “somewhat exaggerated”
- 87% think half or more cleaning ads are photoshopped
- 96% think half or more weight loss ads are photoshopped
- 81% feel beauty ads are exaggerated (although – alarmingly! – 77% of men believe beauty ads are “very accurate”)
And that pervasive sense of mistrust (except for those guys watching beauty ads) helps to explain why industry has jumped all over the advertising concept called “branded content”. Continue reading