Be prepared: Muji kits cater for crisis

Each unique kit contains items such as instant rice, shirts, gloves, water and small change. Muji has crowd-sourced the contents of the bags through Facebook and Twitter, asking people for suggestions.

This is a compelling marketing campaign, which taps into people’s concerns following the Fukishima disaster. For more about how brands can stay afloat during uncertain times, read our Anarconomy Decade toolkit.