Kao is a leading homecare and sanitary goods company in Japan. However, the brand engagement of Kao had been scoring lower recently especially among young mothers due to severe competitive environment and commoditization of the category.

Our objective was to connect to young moms and their children, through developing a strong activation plan that can regain attention towards Kao and its products.

On July 1st 2015, Kao became an official sponsor of Tokyo Disneyland and Tokyo Disneysea, and launched the “Magical Soap Dispenser”. We installed 73 Mickey Mouse 3D soap dispensers across the park. The Mickey Mouse shaped soap was designed to be a medium to deliver a special hand washing experience, and suitable to be shared via social media.

We announced “The Magical Soap Dispenser” in the press event, TV commercials, out-of-home media, and websites. It was introduced as the “new amusement of Tokyo Disney Resort”in various media, including TV programmes, Newspapers, and websites. Selfies of this simple and fun health ritual fueled the excitement across Japan.