A Japanese agency has started selling ad space on the armpits of attractive young women, snagging a beauty treatment clinic as its first client. The Wakino Ad company is getting attention online for this unexpected advertising strategy. The company has released photos on its website showing how this ad strategy could be used by recruitment portals, acting schools, detective agencies and more.
“In the 21st century, the value of advertising is changing. We will not be caught in the existing framework, we will commit to realizing creative to solve problems by responding to client’s needs,”
the company’s website reads.
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Wakino charges clients 10,000 yen ($90.10) per hour for an armpit ad. The ads are available in different sizes and colors. There is also a “recruit” option for anyone looking to join as a model and men are also encouraged to apply. The company is managed by Liberta, a Japanese brand that specializes in beauty products for the underarm.
Wakino has already got its first client in Japanese beauty treatment and dermatology chain Seishin Biyo Clinic. This isn’t the first time when body parts have been used to promote products in Japan. In 2013, young females were seen with stickers on their thighs featuring ads of film Ted. More than 3,000 had registered to put the ads on their legs.
Ted Wright, founder marketing firm Fizz thinks that Wakino may get a good response with this new tactic. You have to train people to talk about your product for this to work well,” said Wright.
“All marketing should be interesting, relevant, authentic and driving conversation. Nobody has seen an armpit ad before, and it will likely make people stop and ask questions.”
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