Results and Effectiveness

1. Achieved sales of an average 3,000 bottles per month per sales outlet, centering on the target, young people. 2. A world first! The topicality of the NEWS BOTTLE was reported as news in various media, successfully raising awareness about the Mainichi Newspaper among young people. 3. There have been many inquiries from other clients about using the NEWS BOTTLE for advertising, so we succeeded in creating new business for the newspaper company.

Creative Execution

We succeeded in expanding the newspaper medium beyond the existing paper page. In concrete terms, it became possible to read the newspaper on a PET bottle. Also, by instituting an advertising framework on the PET bottle we succeeded in creating a new medium. We succeeded in maximizing the campaign, by extending the advertising media beyond the regular newspaper advertising and Web sites into sports events, lecture meetings and schools etc, where young people drink mineral water.

Insights, Strategy and the Idea

The purpose of the campaign was to activate communication between the Mainichi Newspaper and young people. The packaging on the bottle was prepared in newspaper form, and 31 types went on sale over one month. We applied an advertising framework to the packaging and reduced the product price to an affordable level for young people. Also we made it possible for news updates by using AR technology incorporated into the bottle packaging. As a result, from Mainichi Newspaper’s perspective we succeeded in newly creating points of contact between young people and the newspaper. Also by creating an advertising framework on the bottle packaging, we succeeded in creating a new advertising medium. On the other hand, for young people, they were able to read the newspaper for free by buying a bottle of mineral water, so the NEWS BOTTLE became an easy-to-access source of information.