? In order to have young people rediscover the value of newspapers, we developed a medium that continuously increases the contact points between young people and the Mainichi Newspaper.

? In concrete terms, we changed the packaging of the mineral water that is bought by young Japanese each day into a newspaper, and over one month sold 31 varieties.

We succeeded in expanding the newspaper medium beyond the existing paper page. In concrete terms, it became possible to read the newspaper on a PET bottle. Also, by instituting an advertising frameweork on the PET bottle we succeeded in creating a new medium.

We succeded in maximizing the campaign, by extending the advertising media beyond the regular newspaper advertising and websites into sports events, lecture meetings and schools etc. where young people drink mineral water.

? Achieved sales of an average 3,000 bottles per month per sales outlet, centering on the target, young people.

? A world first! The topicality of the NEWS BOTTLE was reported as news in various media, successfully raising awareness about the Mainichi Newspaper among young people.

? There have been many inquiries from other clients about using the NEWS BOTTLE for advertising, so we succeeded in creating new business for the newspaper company.