The goal was to demonstrate the "lightest plastic bottle in Japan." In our promotion "THE BOTTLE PUT-ON," we decided that the most effective method was not a mass media advertisement but something that will allow targets to experience its lightness firsthand. The guerrilla promotion consisted of sticking plastic bottles on the backs of people in town. The campaign took place all day long at Tokyo's Harajuku intersection, which is crossed by 30,000 pedestrians. We took it further by broadcasting how it all went unnoticed on the electronic billboard. We structured this so that people who had the bottles stuck to, along with those that were watching, will be surprised by its lightness. With this very simple, highly participative plan, we promoted its lightness with impact. As a result, recognition of corporate CSR activity and impression increased.

As a campaign to promote an environmentally friendly plastic bottle that conserves resources, we decided that the way to promote this needed to be simple and eco-friendly. Both campaigns were held all day long in March 2015. "Granny and her bottles" took place at busy train stations, in commercial districts, and in parks. The sign behind the plastic bottles read, "promoting the lightest plastic bottles in Japan.""THE BOTTLE PUT-ON" took place all day long at Tokyo's Harajuku intersection, which is crossed by 30,000 pedestrians. We took it further by broadcasting how it all went unnoticed on the electronic billboard. We approached this to be a no-gimmick way for bystanders to feel the bottle's lightness through the senses. Pictures taken by those that were present spread throughout the internet. The campaign mostly went as planned, and gained more reaction than we anticipated.

· 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.”