Ochobo (small mouth): How small change in packaging increased sales 213%

Ochobo (small mouth): How small change in packaging increased sales 213%

It is amazing to know that a Japanese burger chain faced an interesting sales problem. The Freshness Burger chain has a very large and very popular “Classic Burger”.It’s the most popular burger among male customers but dead last among female customers. So what’s up with that? Ochobo

It turns out to be a cultural thing. “Ochobo” (small mouth) is considered an attractive trait for Japanese females. It’s also considered well-mannered to cover your mouth when you open it in public. So basically it’s considered culturally unattractive and poor etiquette for women to open their mouths wide enough to take a bite of this big burger.

You can read the full article Since it would be difficult for a burger chain to change a cultural norm ingrained over thousands of years, Freshness Burger came up with another solution instead. They created a wrapper for the burger with a picture of the lower part of a woman’s face on it. If you eat the burger in the wrapper it covers your open mouth with an attractive small closed mouth while you eat.

Once they implemented what they call the “liberation wrapper” sales of the Classic Burger jumped 213%!

Liberation wrapperSo moral of the story is do you really understand your customer needs?

[themify_quote]The success lies in understanding the customer.[/themify_quote]

Watch the Liberation Wrapper Campaign ....

Comments (5)

  • chhavi221201's picture
    chhavi221201

    Superb! A simple change in packaging created wonders. Really liked the idea :)

    Jun 11, 2015
  • anon
    Bhaskar Ch (not verified)

    Such customer centric packaging with utmost thought and concern for customer lifts brand's image and sales. Happy Packaging Happy Customer!

    Jun 11, 2015
  • sandeepg.connect011's picture
    sandeepg.connect011

    Message from Dr Vinod Karnik: Amazing innovation to keep the consumer engaged. Always something to learn from packaging Connections. Thanks Sandeep

    Jun 11, 2015
  • anon
    Kaunain (not verified)

    Wow...what an Idea. Its a wonderful example of consumer centric approach. Thanks for sharing.

    Jun 11, 2015
  • anon
    Biswajit Basu (not verified)

    Real trouble shooting & fabulous value addition

    Jun 13, 2015

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