Execution

Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves a significant amount of resources. However, the plastic bottle was not known, with a recognition rate of 10%. We developed “the simplest outdoor advertisement in Japan for the lightest plastic bottle in Japan.” The plan was for an elderly woman to walk around carrying a large amount of plastic bottles (771 bottles) on her back at various places in Tokyo. That's it. Bystanders were initially surprised when an exceptionally strong elderly woman suddenly appeared, but soon understood when they saw the message on her back that read, “Suntory’s plastic bottles are the lightest in Japan.” It was structured so that bystanders would want to take a picture of her and share it on SNS along with that message. This campaign took place in various locations such as Asakusa, Tokyo, where 20,000 people come and go. As a result, 1 in every 2 people who saw this campaign firsthand or on SNS responded that they had an increased intention of purchasing eco-friendly plastic bottle products. Suntory’s eco-friendly corporate image also increased 120%. With just used plastic bottles and a limited advertisement budget, we have successfully conveyed Suntory’s CSR actions.