Daio Paper Corporation: From mother’s bags to family bags

Daio Paper Corporation, a nappy brand, used the launch of its new nappy as an opportunity to address childcare-related societal issues such as gender inequality and solo parenting in Japan.

Overview

Tokyo-based Daio Paper Corporation used the launch of its new diaper as an opportunity to address chi dcare-related societal issues such as gender inequality and solo parenting.

Taking the rare step of using a male celebrity in a diaper commercial, the diaper manufacturer presented ideas that overturned the notion that only mothers should care for babies.

The company also created originally designed diaper bags named "family bags," breaking away from the term "mother's bag" typically used in Japan.

Against a KPI target of achieving a 15% market share, market share was raised by two percent in the month following...

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