The Campaign

In China, there are nearly 100 million HBV carriers, saliva is one main medium that gets them infected. Besides HBV, many other diseases are spreaded via saliva, such as cold, tuberculosis, STD... Group activities are primary occasions where virus cross-infects through mistakened bottled water. We want to design a simple but effective way, to help people differentiate their own bottle. On the bottle label, we painted a layer of special coating that can be easily marked by scratching onto it. People can simply use their finger to make their bottle unique. By using fading ink to print, 60% of papers were saved. The campaign spread throughout the web via SNS and news sites. So far, the campaign has made more than 1,580,000 impressions after its launching.

The Brief

We want to create a simple but effective way, to help people differentiate their own bottle, so as to prevent the spread of diseases. At the same time, protect the environment by reducing water-wasting and the usage of disposable bottles.

Creative Execution

The most important media lies in the water bottle itself.By attaching a scratchable layer on the bottle,we provide an easy and fun way to identify each other's bottle. People now get a way to healthy and safe drinking, while save water at the same time.The event was widely shared through SNS by consumer.We made a video to introduce the campaign.

A simple change to the bottle label helps to create a way of safe drinking, while saving water at the same time, winning more favor of consumers and raising brand awareness. The scratch bottle is being used increasingly at social and business events across the country. More and more brands are following suit. More than 26% of water wasted after group activity.11.6% sales increase within one month; created a wave of “art on the bottle”, raising brand awareness. Numerous media reports; 1,580,000+ impressions on social media.

On the bottle label, we paint a layer of coating that can be easily marked by scratching. People can just use their finger to leave a mark, such as their name, a sign or an artistic picture. Now each water bottle becomes unique and easy to recognize.