GRANNY AND HER BOTTLES

TitleGRANNY AND HER BOTTLES
BrandSUNTORY BUSINESS EXPERT
Product / ServiceCORPORATE SOCIAL RESPONSIBILITY
CategoryA01. Use of Promotional Events & Stunts 
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Yasuyuki Kawano Dentsu inc. Creative Director
Yusuke Sato Dentsu inc. Creative Director/Planner/Copywriter
Hideo Kato SUNTORY BUSINESS EXPERT LIMITED Creative Director
Kiyoshi Omori SUN-AD Company Limited Creative Director
Maiha Sato Dentsu inc. Planner/Copywriter
Yusuke Imai Dentsu inc. Planner/Art Director
Shizuka Masuno SUNTORY BUSINESS EXPERT LIMITED Creative Producer
Ayaka Taniguchi SUNTORY BUSINESS EXPERT LIMITED Creative Producer
Koichiro Abe Dentsu inc. Account Executive
Daiji Yoshida Tohokushinsha Film Corporation Producer
Shota Sawabe Tohokushinsha Film Corporation Producer
Ryohei Kaneko Tohokushinsha Film Corporation Production Maneger
Ryohei Kawakita Tohokushinsha Film Corporation Director
Daisuke Takahashi Freelance Photographer
Tomokazu Yamauchi Nicehomerun Casting
Koji Kasai Freelance Hair & Make
Tatsuya Kawamura Techno Academia Editor
Hiroyuki Maki Tohokushinsha Film Corporation Production Maneger Asis
Yuka Saiki Freelance Production Maneger Asis
Shogo Makita Omnibus Japan Mixer

Brief Explanation

The simplest promotion in Japan for the lightest plastic bottle in Japan. All it takes is an elderly woman walking around town carrying a large amount of plastic bottles (771 bottles) on her back. That’s it. This campaign increased the eco-friendly corporate image with used plastic bottles without the use of mass media.

The Brief

Japanese beverage company Suntory has developed the lightest plastic bottle in Japan. This eco-friendly bottle conserves as much resources as possible. However, at a recognition rate of 10%, the plastic bottles were barely known domestically. Suntory needed a way to convey this fact to the world while increasing awareness of the ecological nature of the plastic bottles and the eco-friendly corporate image.

Describe the success of the promotion with both client and consumer including some quantifiable results

・ Through this campaign, Suntory’s eco-friendly corporate image increased 120%. ・ 60% of those who learned of this campaign through events and SNS responded that they would like to see the product in person. 1 in every 2 people had an increased intention of purchasing Suntory products. ・ The campaign became viral within younger individuals through pictured shared on SNS by bystanders. ・ The awareness of younger individuals was transformed to include “eco-friendliness” as an important factor, whereas before, they were prone to only consider beverage “taste.”

Explain why the method of promotion was most relevant to the product or service

Considering that the campaign was for “an environmentally friendly plastic bottle,” the advertising budget and methodology needed to be conservative. The campaign took place all day long on March 3, 2015 at various location such as Tokyo’s Asakusa station, where 20,000 people come and go, shopping streets, and parks. A message that read “promoting the lightest plastic bottle in Japan” was placed behind the plastic bottles the elderly woman was carrying. Many people took pictures, and the intention was for those images to be shared and become viral on SNS along with that corporate message.