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Pocket Soap

14/10/2021
Advertising Agency
Tokyo, Japan
82
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Agency / Creative
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Challenge:

Washing our hands became critical in 2020 as COVID-19 spread. But kids hate washing their hands. In fact, some 80% of children were not washing their hands properly. As the virus spread around the world, it became necessary to make handwashing fun to change kids’ attitudes.

Idea:

Together with Dreams Inc., we invented tiny soaps that lasted 30 seconds. The soaps were sized so they could be used up in the exact time that Japan’s Ministry of Health, Labour and Welfare recommends people wash their hands. Shaped like six dangerous viruses, the soaps turned previously invisible viruses into enemies to vanquish. They changed boring handwashing into the new experience: conquering a virus in 30 seconds.

Results:

Almost as soon as they went on sale, 130,000 boxes of the soap sold out. The soap became a hit anti-virus product around Japan without a single ad, just word of mouth. 91.3% of children who experienced using the soap replied that “Washing my hands was more fun.” These tiny soaps created a new normal for handwashing that significantly changed kids’ futures.

About Hakuhodo
Founded in 1895, Hakuhodo is a global top ten integrated marketing solutions company. Through our network linking over 150 offices in 20 countries, we work in partnership with more than 3,000 clients. Some of these relationships have endured for over 60 years. Building on our world-class research and big data and digital expertise, we develop innovative creative solutions for each client we partner with.
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