The popular Japanese chain Freshness Burger noticed that no women were ordering the company’s biggest burger, so they hired an advertising agency to solve their problem.
The problem: Women were ashamed to open their mouths wide enough to eat a big burger.
For Japanese women, having “ochobo” — small and modest — mouth, was regarded as cute and attractive. On the other hand, opening up mouth so large in public was regarded as rude and ugly. It is [considered] good manners to cover their mouth when they have to largely open up their mouth. This manner had stayed for [a] long time, even up to [the] present.
The advertising company created the “liberation wrapper” (the given name) — an envelope that holds the burger and covers the mouth of the eater. There is a pretty woman’s face on the wrapper. Her mouth is small, closed, and very dainty. She’s everything you want to be, but you can’t be, because you’re stuffing your face with a hamburger behind a mask.
The advertising agency commented:
Now they can enjoy the big burger, freeing their inner animal instinct.
Sales of the burger reportedly jumped 213 percent for the female customers.