A burger chain in Japan had a very unique problem. Their burgers were so big and juicy that it presented an issue for most Japanese women. You see, in Japanese culture, a small thin mouth or an Ochobo is considered a thing of beauty, so opening your trap wide and shoving in a burger is not only disgusting but it’s considered downright socially unacceptable.
So what is a burger joint to do?
INTRODUCING THE LIBERATION WRAPPER
Freshness Burger hired ad agency, Ad Dentsu to help out with this unique problem. The company came up with a napkin that hides your face, with a small, petite closed mouth, while behind the napkin women can gorge themselves to their hearts content.
The tagline for the ad read,
“Freeing women from the spell of ochobo”.
So was Ochobo really a problem or was Freshness Burger just not appealing to the women?
After the ads were released, sales for women increased by 213%. I wonder how much sales would increase if they handed out a fork and knife?