P&G Joy Full Renewal Stress-Free with "Raku-nology"

Procter & Gamble Japan (P&G) held a launch event on February 28 at Shinjuku Park Tower Hall in Tokyo, unveiling a comprehensive redesign of its Joy kitchen detergent series—the first major overhaul in 23 years since its initial release.

Launched in 1996, Joy pioneered concentrated detergent with refillable packaging and introduced antibacterial variants ahead of competitors.
The revamped series, featuring new packaging, will launch nationwide in early March with the hand dishwashing detergent "Joy" and the dishwasher-specific detergent "Joy Gel Tabs." The series' first spray type, the "Joy Miracle Clean Foam Spray," will follow in late March.

Executive Officer William Turasca noted that in Japan, changes in household environments have increased dual-income households to about 70%, and users demand high-quality housework even when busy. He stated, "Joy's new proprietary technology reduces the burden of dishwashing, saves time, and eliminates stress."
The renewed Joy addresses the needs: "Want to remove stains more easily than current detergents!", "Want to eliminate the hassle of scrubbing with a sponge!", and "Want to graduate from hand washing to full automation!" through its "Raku-nology" (Easy-ology).

The talk session featured talent Yuki Kinoshita and comedian Toshihiko Fujimoto of the duo FUJIWARA, who appear in the new TV commercial "Change with Joy!" airing from March 1st.

Kinoshita expressed her delight at being cast, saying, "I never imagined I'd be in a Joy commercial that everyone knows, so at first I thought it was a prank. I'm glad I worked hard." Fujimoto made a surprise appearance in a Joy bottle-shaped costume, breaking through a panel. He commented, "Today is the anniversary of the brand renewal, so I wanted to look appealing myself and appeared in the costume. I'm happy we could appear together as a couple in the first commercial for the renewed Joy."

Fujimoto, who often does the dishes at home, proudly boasted, "I'm a fast eater, so after I finish eating, I grab a sponge and wait by the sink." Kinoshita promptly shot him down, saying, "That's inefficient. I wish he'd find something else to do." Their rapid-fire banter, rivaling a comedy duo, had the audience in stitches. Fujimoto then quipped, "When my husband washes the dishes, I make extra dishes. That's love!"

When asked about troublesome items to wash, Kinoshita mentioned the spout of a teapot, while Fujimoto cited large frying pans. On stage, Kinoshita washed dishes using the "Miracle Clean Foam Spray," which can switch between a fine mist and a wide spray. She exclaimed with surprise, "The foam spreads evenly and has great force. Amazing!" Fujimoto also shouted with a smile, "This will handle a big frying pan in one go!"

Kinoshita stated, "The renewed Joy is a great product that removes dirt without scrubbing. I never liked washing dishes, but since it seems to reduce the burden of housework, I hope everyone can enjoy washing dishes too." Fujimoto concluded the talk by calling out, "With Joy, you can solve both the hassle of washing dishes and the tense atmosphere at home. I hope you'll use it as a secret weapon for marital harmony."

Official website:
https://www.myrepi.com/brands/joy