Results and Effectiveness

A simple change to the bottle label helps reduce water waste. The brand has reinforced its environment-friendly image. The response of the target audience has been very positive whereby consumers have created their own “art on the bottle”, winning more favor of consumers and raising brand awareness. It’s 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%. It has made consumers become more loyal to this brand of mineral water.

Creative Execution

1. Bottle Label Design Feb 12, 2014 Till Now Water Bottle 2. Event March 7, 2014 Honglinjin Park, Beijing 3. On-Line March 15, 2014 Till Now SNS & Video Sites

Insights, Strategy and the Idea

The goal here is to reinforce our client’s environmental-friendly image and increase brand awareness. Moreover, it should provide some practical interest to consumers and earn more favor by doing that.On the bottle label, we paint a layer of coating that can be easily scratched off. People can just use their finger to mark their bottle however they want. Now each water bottle becomes unique and easy to distinguish. The projected response rate was achieved with sales increasing by 21%. We believe that an effective way to achieve our goal should lie in the water bottle itself. By adding up a small marking area on the bottle, we provide an easy and fun way to identify each other’s bottle. People get the idea of water-saving and environmental awareness instantly.