THE BOTTLE PUT-ON

TitleTHE BOTTLE PUT-ON
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

This is the simplest promotion in Japan for the lightest plastic bottle in Japan. The plan is simple. All it takes is sticking empty plastic bottles to the backs of people in town. That’s it. We had many people experience the plastic bottle so light that they won’t notice it being stuck to them. The eco-friendly corporate image was increased 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 resources as much 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%. ・ 50% 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 most effective method was for consumers to experience the plastic bottle’s lightness firsthand. The campaign took place all day long on March 2, 2015 at Tokyo’s Harajuku intersection, the most famous intersection in Japan. We took it further by broadcasting how it all went unnoticed on the electronic billboard. The people who had the bottles stuck to, along with those that were watching, were surprised by its lightness. Approximately 30,000 people witnessed this event.