New from Coca-Cola Japan, I LOHAS is jumping in on the ECO bandwagon with a bottled water that makes an environmental stand (at least marketing-wise) with its bottle design that twists up neatly into a 12 gram piece of plastic that is said to be 40% less than other PET bottles.
The marketing push makes the consumption process into three easy steps: Buy the water, Drink up, Twist up and dispose. Not too different from most other drinks, except for the twisting part which makes the waste noticeably smaller than your average PET bottle. While it may not make a tremendous difference in terms of waste (though it’s certainly space-saving), it does lend itself to a certain spirit of ecology that is making its way into Japanese society.
The marketing push makes the consumption process into three easy steps: Buy the water, Drink up, Twist up and dispose. Not too different from most other drinks, except for the twisting part which makes the waste noticeably smaller than your average PET bottle. While it may not make a tremendous difference in terms of waste (though it’s certainly space-saving), it does lend itself to a certain spirit of ecology that is making its way into Japanese society.
Describe the campaign
Challenge > Launch new brand of mineral water in established market when the imported brands had all the equity, and make it No.1 in the market > FAST.
Objective > Create unique/meaningful innovation to make consumers radically rethink the way they bought water and think that our water was the only relevant choice.
Strategy > Use source and packaging innovation as the platform for it being the eco offer in the water category.
Outcome > Sold 300 million bottles in 9 months. From launch became the number one brand in Japan on every channel. Created new packageing (40% reduction in the PET packaging weight), planned the water to be sourced from places close to the plant to further reduce CO2 emissions from transport, created PR plan to help explain the carbon footprint of different consumer choices. developed street eco-art project and documentary film to evangelise the idea of the lightest packaging as a beautiful object, and even turned the Tokyo International Film Festival (Theme of the festival is 'Action for Earth') red carpet to green made from recycled bottles.
Objective > Create unique/meaningful innovation to make consumers radically rethink the way they bought water and think that our water was the only relevant choice.
Strategy > Use source and packaging innovation as the platform for it being the eco offer in the water category.
Outcome > Sold 300 million bottles in 9 months. From launch became the number one brand in Japan on every channel. Created new packageing (40% reduction in the PET packaging weight), planned the water to be sourced from places close to the plant to further reduce CO2 emissions from transport, created PR plan to help explain the carbon footprint of different consumer choices. developed street eco-art project and documentary film to evangelise the idea of the lightest packaging as a beautiful object, and even turned the Tokyo International Film Festival (Theme of the festival is 'Action for Earth') red carpet to green made from recycled bottles.
I LOHAS made eco-action fun through the campaign.
Result
The result is a brand that went from zero to the No.1 brand in Japan selling 300 million bottles in just 9 months.
The brand was covered 554 times on TV news and newspapers, providing the equivalent of 3.9 million dollars in media value. The Japanese government is now quoting the I LOHAS brand as one of the examples of how business can help the country achieve the 25% reduction in greenhouse gas emissions needed for Japan to make good on their sustainability commitments.
The brand was covered 554 times on TV news and newspapers, providing the equivalent of 3.9 million dollars in media value. The Japanese government is now quoting the I LOHAS brand as one of the examples of how business can help the country achieve the 25% reduction in greenhouse gas emissions needed for Japan to make good on their sustainability commitments.
Execution
1) Establish a social issue > First, created PR to raise the issue of the carbon footprint associated with imported water. It was critical in the market where consumers did not see anything wrong with drinking water shipped from other side of the planet.
2) Present the answer to the issue > The bottle uses ultra lightweight 12gsm PET bottle using 40% less PET. Designed to be crushed with a simple twist became core icon of the brand.
3) Advertising > Build awareness; establish the crushed bottle icon and the simple idea of simple choice that can change the world.
4) Creative opinion leader endorsement / Art project > Then crushed bottle became core symbol of the brand and seen as beautify object not garbage. We placed the art project in Tokyo International Film Festival, even turning the red carpet to a green one made from recycled bottles.
1) Establish a social issue > First, created PR to raise the issue of the carbon footprint associated with imported water. It was critical in the market where consumers did not see anything wrong with drinking water shipped from other side of the planet.
2) Present the answer to the issue > The bottle uses ultra lightweight 12gsm PET bottle using 40% less PET. Designed to be crushed with a simple twist became core icon of the brand.
3) Advertising > Build awareness; establish the crushed bottle icon and the simple idea of simple choice that can change the world.
4) Creative opinion leader endorsement / Art project > Then crushed bottle became core symbol of the brand and seen as beautify object not garbage. We placed the art project in Tokyo International Film Festival, even turning the red carpet to a green one made from recycled bottles.
Strategy
People where not acting but wanted to act for eco. We needed to inject the old rules with new energy, we needed consumers to radically rethink the way they bought water and think that our water was the only relevant choice. Use source and packaging innovation as the platform for a total eco offer in the water category. Good for Environment - It is a simple choice that can help change the world. I LOHAS is the lightest bottle in the market 60% of the weight of a standard bottle.
Advertising agency > Hakuhodo - Tokyo
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