The medium became the hero. For the first time, the water bill carried a brand message from Joy—assuring our consumer that, by using Joy to wash dishes, she could save three litres of water every day. We extended the message across television, but it was truly the water bill that convinced housewives they could be accountable to their ecological concerns and give their family a better life by saving money for their present and water for their future.

The brand did well during the campaign, and the environment fared even better. Millions of litres of water have been saved throughout Japan. At the same time, Joy has maintained its category leadership and saw minimal cannibalization following the launch of its new foam product in Q3 2007.