DMNews: Tissue Packs Pocket Customers for Marketers From Japan to America
The successful and measurable Japanese marketing tactic of promoting products and services through the distribution of pocket tissue packs carrying ad messages to consumers has made its way to the United States through AdPack. AdPack is part of ITOCHU's paper division, which owns 300,000 acres of eucalyptus forest in Brazil. "In Japan alone, over 4 billion packets of pocket-size tissue packs are used annually in intercept marketing," Mr. Jacobs said. "So, on the street, in Japan in almost any city you can walk down the street and be handed a pack of tissues with an advertisement on it." Four billion pieces represent about 1 billion yen or $100 million a year...Looking at that business model in Japan, ITOCHU decided that, with its resources in paper and tissue, it would make sense to take that product to the United States to seek a similar market. That was about 18 months ago, and AdPack launched its first effort on behalf of New York-based Japanese restaurant chain Yoshinoya about a year ago...more...
