The media strategy was unprecedented: out of over 10,000 senryus sent in by general consumers, outstanding pieces were selected, printed on real toilet paper and published. Large volumes of the publication were then displayed inside bookstores and showrooms. As a new type of media, this campaign created strong impact among consumers and dramatically increased their sense of affinity with the TOTO brand. (*Senryu is a category of poetry popular among the Japanese. Comprising 17 characters, it depicts elements of humor and pathos.)

A highly newsworthy and unique attempt of “a toilet maker selling senryu in the form of a toilet paper publication” drew great interest. The book was displayed in bookstores throughout Japan, placed in areas that stood out the most, and a limited print order of 50,000 copies quickly sold out. The campaign was covered by numerous media, generating 500 million Yen worth of publicity and drew the attention of over 30 million people (about one out of every four Japanese).