Title | DROP |
Brand | SUNTORY HOLDINGS |
Product / Service | DROP |
Category | A06. Promotional Items |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | J.C. SPARK Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shin Takaue | Suntory Business Expert Limited | Creative Director |
Koichiro Toda | Dentsu Inc. | Creative Director/Art Director |
Hirozumi Takakusaki | Dentsu Inc. | Creative Director |
Kentaro Shihaku | GLIDER | Copywriter |
Kana Koyama | Dentsu Inc. | Copywriter |
Sayaka Arimoto | Dentsu Inc. | Copywriter |
Maho Kudo | Dentsu Inc. | Art Director |
Natsue Yamanaka | DENTSU AD/GEAR INC | Art Director |
Noriko Funaki | Dentsu Inc. | Planner |
Hajime Yakushiji | Dentsu Inc. | Planner |
Masahiro Okumura | Dentsu Inc. | Strategist Director |
Takakazu Aoyama | Amana Inc. | Photographer |
Ryo Watanabe | J.C.SPARK | Designer |
Kayoko Shimoyama | J.C.SPARK | Designer |
Masahiro Hayasaka | GEEK PICTURES INC. | Production Producer |
Yosuke Maki | Dentsu Inc. | Account Director |
Atsushi Hongo | Dentsu Inc | Account Director |
Go Kitaoka | Dentsu Inc. | Account Director |
An incredible amount of energy is used to consistently cool or heat beverages at convenience stores and other shops, as well as inside vending machines. Conventional pre-packaged beverages also produce lots of waste. We therefore created not just a new beverage, but a whole infrastructure with the purpose of cultivating an increasingly sustainable, next-generation drinking style that looks to the future. An original travel mug and "portions" (beverage capsules) were developed, while we also aimed to create a next-generation beverage that offers different tasty experiences based on the chosen temperature, unlike other pre-packaged beverages in existence.
The beverage industry is already over-saturated with the on-going evolution of flavors and containers. We therefore wanted to produce a completely new product based on a completely new concept. We wanted to “propose” a beverage for the future.
For customers to try a new beverage style, the beverage itself must taste better than other pre-packaged drinks already in existence. To fulfill this goal, original “portions”, or beverage capsules, that could seal the condensed extracts of freshly-made beverages were developed. Also, together with beverage container manufacturer, Thermos, an exclusive travel mug was co-developed that makes the act of making one’s own drinks, simply more fun. As a result, we were able to achieve an unprecedented, high quality drinking experience.
The introduction of “drop” was not only seen as a new beverage on the market, but as news, garnering media coverage worth 440 million yen. As a result, 130,000 people became users, while reducing waste by 25% had the drink been consumed in conventional plastic bottles, and by 11% if done so in cans. *the amount of waste was calculated using the weight of the containers.