|Brand||AERSHAN MINERAL WATER|
|Product / Service||MINERAL WATER|
|Category||A06. Promotional Items|
|Entrant||CHEIL Beijing, CHINA|
|Entrant Company||CHEIL Beijing, CHINA|
|Advertising Agency||CHEIL Beijing, CHINA|
|Jacky Lung||Cheil China||Executive Creative Director|
|Shengxiong Chen||Cheil China||Creative Director|
|Wei Xu||Cheil China||Copywriter|
|Tingting Zhang||Cheil China||Copywriter|
|Jacky Lung||Cheil China||Copywriter|
|Shengxiong Chen||Cheil China||Art Director|
|Heyi Zhang||Cheil China||Art Director|
|Yong Ren||Cheil China||Art Director|
|Ying Jie Shang||Cheil China||Production Manager|
|Danqing Wu||Cheil China||Account Executive|
|Chris He||Filmplexe Production||Executive Producer|
|Wenxing Wu||Cheil China||Art Director|
The challenges are that there are just too many mineral water brands. Combined with that, there is always so many bottles left with water in it after group events and meetings. In a land where pollution and natural resources are deteriorating, the brand wanted to show their part in helping or sending a message that a bottle shouldn’t be thrown out just because you don’t know whether that is your bottle or not.
Our client, a bottled water brand, is famous for its natural mineral water. As the company gets water from nature, they know water scarcity and the importance of water-saving quite well. We want to communicate the message to our consumers. And furthermore, establish its environmental-friendly image and increase brand awareness.
The final design was arrived at thinking of a solution which would identity which bottle is someone’s. Every bottle looks the same on the shelf, but what if you could easily make the bottle yours by simply scratching your name or a shape on it. We wanted to use the bottle itself as the background for the design.
As a result of this campaign, consumers took the idea one step further by creating a wave of “art on the bottle”, winning more favor of consumers and raising brand awareness. Its Weibo(Chinese twitter) followers have increased 38% after the launching of the new bottle. The campaign has made more than 230,000 impressions within one month, helping boost sales increase by 21%. Moreover, it made the brand have more loyal consumers.