The Liberation Wrapper is a napkin that disguises a female eater’s mouth with the picture of a closed, polite smile.

 

It is difficult to be lady-like while eating a massive burger. So Japanese burger chain Freshness Burger has sought to solve the problem by collaborating with Tokyo advertising agency Dentsu East Japan to create the ‘Liberation Wrapper', which lets a women tuck into her burger without any thought to daintiness and dignity.

The wrapper, which is less about liberation and more about antiquated gender norms, is a facsimile of a docile smiling Japanese woman's face. Apparently, it is consider rude for women to open their mouths wide in Japanese culture, where women are praised for having ‘ochobo' – small and modest mouths. While it may seem bizarre to Western eyes, the wrapper did provide a business solution, resulting in an increase of 200% in sales of women eating the chain's Classic Burger.

UP YOUR QUOTA FOR JUST $15 A MONTH
PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)