Product / ServiceCLASSIC BURGER
CategoryA07. Point of Sale
Entrant Company DENTSU EAST JAPAN Tokyo, JAPAN
Advertising Agency DENTSU EAST JAPAN Tokyo, JAPAN

Brief Explanation

We re-designed ordinary hamburger wrapper, as a tool to cover customer’s mouth. So that female customers can enjoy the mouthful of big burger, care-free of being seen by those who are around.

The Brief

To increase sales of “Classic Burger” – the largest sized product- , to female customers, to whom the product was less popular.

How the final design was conceived

In Japan, to open mouth big is regarded as a bad manner, especially for young female. We found this was the insight that kept female customers away from enjoying the big “Classic Burger”. We designed the hamburger wrapper to cover their mouth with NATURAL look, to liberate them from the worry and to enjoy the burger care-free.

Indication of how successful the outcome was in the market

Sales of CLASSIC BURGER to female customer was up to 213% compared to the previous month. It was featured in national TV network, as well as in happy voices of customers over their FACEBOOK pages, twitter and other social network media. ex: 「Having a burger on the first date was impossible, but this one helps me!.」 「Grabs women’s heart」 (FACEBOOK comment)


Name Company Position
Atsushi Ochida Dentsu Inc. Account Exective
Masafumi Kodama Dentsu Inc. Account Exective
Takeshi Miyakawa Dentsu Inc. Account Exective
Tomonori Nakano Dentsu East Japan Inc. Account Exective
Hiromi Nakajima Hat Inc. Editor
Takahiro Taga Hat Inc. Production Producer
Toru Sugawara Hat Inc. Production Producer
Daisuke Hagiwara Dentsu Creative Force Inc. Producer
Ryo Takeuchi T2 Photo Studio Photographer
Yuya Mori Taki Corporation Designer
Junko Igarashi Taki Corporation Designer
Masayuki Ikeda Taki Corporation Designer
Tomoko Ishibashi Dentsu Inc. Copy Writer
Masashi Omae Dentsu Inc. Copy Writer
Akira Shikiya Dentsu Inc. Art Director
Toshihiko Yabe Dentsu Inc. Creative Director