The Campaign

Our client, a bottled water brand, is famous for its natural 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 environmentally-friendly image and increase brand awareness. We found that in China, many unfinished water bottles are thrown away after group activities. Mostly because it's easy to forget which bottle belongs to whom. People do have intention to save water.They just lack an effective way to do that.We want to provide one.

The Brief

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.

Results

More than 26% of water wasted after group activities 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.

Execution

A simple change to the bottle label helps reduce water wasting, 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.

The Situation

Our client, a bottled water brand, is famous for its natural 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 environmentally-friendly image and increase brand awareness.

The Strategy

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.