The Campaign

Inspired by the origin of the brand name, formed by the compound of the two words “Pirika” –which means beautiful in Ainu- and aqua, the experience of dissolving hydrogen powder into the snowmelt spring water reenacts the natural water cycle of snow melting into the streams. The package design also represents the snow on Mt. Yotei seeping into the ground and springing out as clear water by adding gradation from the top to the bottom of the bottle.

Creative Execution

The bottle has been designed to be slim to express a healthy image and for a better grip for women. PIRAQUA uses water from Mt. Yotei in Hokkaido-ranked within the “Top 100 Famous Waters” from the Ministry of Environment of Japan- and is devoted to ensure quality in the hydrogen powder system, taste, and raw ingredients. Ensuring its high quality, the water is sold as a premium product at Natural Lawson, Seijo Ishii, and other organic food stores, where PIRAQUA has been popular amongst women with high health standards.

Indication of how successful the outcome was in the market

After the product’s sales, PIRAQUA has been picked up by several women’s magazines and received exceptional reviews. Starting its sales from private customer delivery services, the sales have expanded from convenience stores to supermarkets, beauty salons, luxury hotels, and small businesses. We have constantly received offers from stores with professions within the area of beauty and health. As a result, its total sales have increased 30 times more than the previous year.

Hydrogen-rich water has been popular amongst young women to have health and beauty benefits; however, it was also known for the hydrogen to deteriorate within the water after some time. In order to keep the hydrogen fresh in the spring water, PIRAQUA stores hydrogen powder within the bottle cap. Right before the water is ready to be drunk, the hydrogen powder is infused with the water simultaneously as the bottle cap is opened.