WiLL

Common card · No. 311320

The WiLL brand was a marketing approach shared by a small group of Japanese companies who decided to offer products and services that focused on a younger demographic from August 1999 until July 2004 in Japan. The companies that participated were the Kao Corporation (a manufacturer of personal hygiene, household detergents, and cosmetics), Toyota, Asahi Breweries, Panasonic, Kinki Nippon Tourist Company, Ltd, Ezaki Glico Candy, and Kokuyo Co., Ltd. (an office furniture and stationery manufacturer). Toyota also engaged in a similar "youth oriented" approach in North America, with the Project Genesis program. This selective marketing experiment reflected a Japanese engineering philosophy called Kansei engineering, which was used by other Japanese companies. All products were listed online at "willshop.com".

Read on Wikipedia · Image WiLL アサヒビール株式会社 花王株式会社 近畿日本ツーリスト株式会社 トヨタ自動車株式会社 松下電器産業株式会社, Public domain