A company in Japan decided that the best way to get consumers to see ads would be to put them on the armpits of young women. The Wakino Ad Company which recently began operations, has released photos on its website showing how this ad strategy could be used by recruitment portals, acting schools, detective agencies and more, reported Japanese website SoraNews24. Surprisingly, the Japanese word for armpit is 'waki'.
Despite the unorthodox marketing strategy, Wakino managed to land its first customer. Coincidentally, its first ad came from the beauty treatment and dermatology chain Seishin Biyo Clinic. One of the services offered by the clinic is a painless underarm hair removal procedure.
The ads come in various sizes and are in colour with 'armpit rentals' starting from about 10,000 yen an hour i.e. 120 dollars. The company is owned by Liberta, a Japanese brand that specialises in beauty products for the underarm. Wakino is calling for aspiring models to raise their hands, as it has since embarked on a recruitment drive via its website. The company is open to hiring male models as well, and will also be organising an armpit beauty contest.