"In Japan, two things work in tandem—the brand is about symbolism, and the other is that the Japanese housewife is the most likely in the world to read the back of the pack. Japanese consumers are very detail-oriented and can see the difference between the symbol that the brand stands for and they will then look for the detail. So a good campaign has to provide both but often in different formats. "
Dave McCaughan, General Manager, Japan, McCann WorldGroup
Source: Inside the world of advertising in Japan By Chris Betros
DEC. 17, 2012