Joy found a way to reach Japan’s eco-conscious housewives at a moment of profound focus—the arrival of the monthly water bill. Our conscientious target is conflicted by a dual desire to conserve water and to keep her home exceptionally clean. At no time is this internal struggle more intense than when the water bill arrives in the mail. By owning the space on the back of the bill, we were able to remind consumers that Joy is an eco-friendly product that can save the environment while also saving them money by getting dishes clean without extra washing and rinsing.

The brand did well during the campaign, and the environment fared even better. Millions of litres of water have been saved throughout Japan. At the same time, Joy has maintained its category leadership and saw minimal cannibalization following the launch of its new foam product in Q3 2007.

The medium became the hero. For the first time, the water bill carried a brand message from Joy—assuring our consumer that, by using Joy to wash dishes, she could save three litres of water every day. We extended the message across television, but it was truly the water bill that convinced housewives they could be accountable to their ecological concerns and give their family a better life by saving money for their present and water for their future.

Housewives, domestic engineers—by any name, these Japanese consumers have been hearing water conservation messages for years. They increasingly balance the need to save water for the future, keep their homes immaculate and save money. They are well aware that water is a limited but vital resource that must be preserved. Knowing this, they are conflicted and seek tools that enable them to contribute to their children, their family and the environment.