Launch a new water brand.The category equity is owned by imported waters. (Japanese consumers love imported brands).

Water is a low interest category, consumers see LITTLE OR NO DIFFERENCE in the waters on offer. The codes of the category are basic, with communication of provenance, natural components and sources. Water has little or no opportunity for meaningful innovation ”Water is water".The brief called for a radical rethink and to “reframe” the stagnant market. Inject the old rules with new energy, and cause consumers to radically rethink the way they choose water.To change the way people shopped products of this category.

The package is designed to be crushed with a simple twist and become a brand core icon.The ultra-lightweight 12gsm bottle uses 40% less PET. The cap is lightweight with a minimum size roll-label. The VIS rejects category codes (blue, mountains and provenance), the design uses a simple child’s pin wheel motif that looks like a sprouting leaf. The art project helped to celebrate the beauty of the crushed bottle. A crushed bottle - an icon to be recycled not garbage.I-LOHAS named in Japanese い・ろ・は・す is the equivalent of A.B.C. The name reinforces the idea of a simple choice that can help change the world.

In 6 months over 200 million bottles had been sold (I LOHAS) brand stole the No. 1 rank in sales in all challenges (supermarket, convenience and vending). The first time a new water brand had dislodged the traditional brands. The brand was covered 554 times on TV news etc and newspapers, providing the equivalent of 3.9 million dollars in media value.

Japanese government is now quoting the I LOHAS brand as one of the examples of how business can help the country achieve the 25% reduction in greenhouse gas emissions needed for Japan to make good on their sustainability commitments.