Imagine being the leading sleep aid in a market where insomnia doesn’t exist. That’s the situation that Drewell faced in Japan. Most Japanese people, who believe in the ability withstand hardships, will not admit they can’t sleep. Drewell needed to make insomnia casual. To do this, they introduced the term for—“hidden sleeplessness”—and propagated it through a digital campaign. In true Japanese fashion, the digital campaign made “hidden sleeplessness” feel lighthearted and fun. In a matter of months, 24% of the population admitted to knowing this new term.