Innovation in our Marketing

Coca-Cola Japan's new water brand I LOHAS is helping consumers contribute to environmental sustainability with a new ultra-light "crushable" plastic bottle that weighs 40% less than regular PET packaging. The label size has been reduced to save in materials and the water is sourced from places close to the plant to further reduce CO2 emissions from transportation.

The new product was launched with an innovative marketing campaign called CRUSH ECO that demonstrates how consumer choices can affect carbon footprint. When the empty bottle is twisted, it becomes crushed like a rag. It feels great to do it and is a tangible action consumers can take every time they finish a bottle of I LOHAS. Making the choice to buy, drink and "crush" the new I LOHAS package is a very easy way they can act to make a difference.

The campaign featured a street art project that turned the crushed bottles into "art" rather than rubbish. Sculptures and street installations called "Homeless Animals in the Concrete Jungle" highlighted the issue of habitat destruction while demonstrating the unique crushable PET bottle. A documentary video was created to show how easy it is to crush and recycle the new packaging.

CRUSH ECO was awarded an Asia Marketing Effectiveness (AME) Award for Best Integrated Marketing Campaign for leveraging consumers' increasing desire to help solve environmental issues. The concept that consumers can make a significant difference to the world they live in by simply changing their choice in a water brand has revolutionized the market and the way consumers buy water in Japan. As a result, I LOHAS became the No.1 brand in Japan in just 6 months. Visit the I LOHAS website to learn more.