Dentsu Tokyo: Mainichi Newspaper News Bottle
2014/3/6 10:08:266480

BRIEF EXPLANATION


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.

DESCRIBE THE BRIEF FROM THE CLIENT:

To activate communication between the Mainichi Newspaper and young people, who tend to read newspapers less these days.

DESCRIPTION OF HOW YOU ARRIVED AT THE FINAL DESIGN:

When arranging the bottles of mineral water in the store, we replicated the packaging design of the real thing, copying the newspaper logo and the typeface, so it would look like real newspapers lined up for sale. Also, we succeeded in creating a new medium through using an advertising framework on the packaging. Also using AR technology incorporated into the bottle packaging, we made it possible for news updates to be read. In addition, we created poster visuals by using images of tricks to describe features of the NEWS BOTTLE.

INDICATION OF HOW SUCCESSFUL THE OUTCOME WAS IN THE MARKET:

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

2. 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. 

3. 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. 
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CREDITS

Client
THE MAINICHI NEWSPAPERS
Product
THE MAINICHI NEWSPAPERS
Advertising Agency 
DENTSU Tokyo, JAPAN
Film Editor
Shinya Nakagawa
Retoucher
Naoto Yoshioka
Yohei Yamada
Photographer
Atsuhiro Shirahata
Assistant Producer
Hayato Satomi
Producer
Yuta Sato
Producer/Business Development Department
Hiroaki Takahashi
Manager/Business Development Department
Masashi Inagaki
Deputy General Manager/Advertising Division
Atsushi Makino
Media Planner
Isao Asada
Shuntaro Kikuchi
Masahiro Sekimoto
Designer
Hideya Kuramoto
Art Director
Yoshinaka Ono
Copywriter
Ken Yamada
Kosuke Takeshige
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