Toilet paper was a perfect medium for conveying a toilet manufacturer’s brand message. It had impact and high “contact frequency,” and enabled us to form “personal connections” with consumers. We were able to provide effective brand messages and entertainment while consumers sat still, alone, inside the bathroom.

Over 10,000 toilet senryus were entered, and 50,000 copies of toilet paper publication were quickly sold out at bookstores and showrooms. The campaign was covered by numerous media, generating 500million yen worth of publicity and drew the attention of over 30 million people (about one out of every four Japanese).