The client, a local Chinese mineral water bottle company wanted to increase its brand awareness among the many other water brands in China via a group, mass platform and to establish an environmentally friendly channel.

The Strategy

Many unfinished water bottles are thrown away after group activities. Mostly because it’s easy to forget which bottle belongs to who. People do have the intention to save water. In fact, they are trying different ways to tell the bottles apart, such as tear off the label; or add something. Yet, it seems that they do not work well. How can we differentiate our bottles easily?

On the bottle label, we paint a layer of coating that can be easily scratched off. People can just use their finger to mark their bottle however they want, like with their name, a sign or an even artistic picture. Now each water bottle becomes unique and easy to distinguish.

PR elements

A simple change to the bottle label helps reduce water waste. The brand has reinforced its environment-friendly image.

Moreover, it even starts to create a wave of “art on the bottle”, winning more favor of consumers and raising brand awareness. Its Weibo (Chinese twitter) followers have increased 38% after the launching of the new bottle. The campaign has made more than 230,000 impressions within one month, helping boost sales increase.

1. The most important media lies in the water bottle itself. By adding up a small marking area on the bottle, we provide an easy and fun way to identify each other’s bottle. People get the idea of water-saving and environmental awareness instantly.

2. We held a“Sign in to Reduce Water Waste” event around the entrance to sports field in Honglinjin Park, Beijing. By signing their name on the poster, they’ve promised to save water. And by signing their name on the bottle, they’ve already taken action to keep that promise. The event received positive responses among consumers. We’ve given out 300 signature water bottle on a single day, more than 1200 people have visited the site.

3. The event was widely shared through SNS by consumers. We made a video to introduce the campaign. The campaign spread throughout the web via SNS, video sites, increasing chatter about it.

A simple change to the bottle label helps reduce water waste. The brand has reinforced its environment-friendly image.

The response of the target audience has been very positive whereby consumers have created their own 'art on the bottle', winning more favor of consumers and raising brand awareness. It’s Weibo(Chinese twitter) followers have increased 38% after the launching of the new bottle. The campaign has made more than 230,000 impressions within 1 month, helping boost sales increase by 21%. It has made consumers become more loyal to this brand of mineral water.