In 2014, the Japanese Daily News observed a growing trend: fewer young people were buying newspapers daily, but more were purchasing bottled mineral water. Inspired by this, they decided to innovate by turning newspapers into drink bottles. This creative approach not only offered a new way for young people to access news but also made reading more accessible and engaging. To encourage consumption, they reduced the price of the mineral water from about 6 yuan to just 3 yuan, making it affordable for everyone. Surprisingly, the newspaper packaging was well-received on store shelves, enhancing brand recognition.
To ensure that the news remained current and relevant, the newspaper launched 31 different packages in one month. Each bottle featured a QR code, allowing consumers to scan and read the latest news on their mobile phones. This initiative not only helped preserve traditional media but also encouraged younger generations to stay informed about political and social issues. In the final month, an average of 3,000 bottles were sold per retail supermarket.
Building on this success, the Japanese Daily News later introduced a "donation bottle" concept. They divided charity projects into various themes, such as the Philippine Typhoon Relief Fund, the Cambodia AIDS Treatment Fund, the Fuji Mountain Environmental Protection Fund, and the Japan Earthquake Recovery Fund. Consumers could choose which cause they wanted to support by purchasing specific bottles, with a portion of the profits donated to the respective organizations.
The campaign extended beyond regular retail stores, as some government events used these bottles as official water supplies, further promoting the cause. The integration of QR codes on the packaging allowed users to easily access digital content, bridging the gap between print media and mobile technology.
This innovative packaging design was created by Japanese designer Yoshinaka Ono. By using the newspaper as a bottle label, he highlighted both the product’s value and the importance of news. The project proved to be a win-win for the environment, the media industry, and charitable causes.
For more details, please visit the official website of China Packaging Information Network. If you're interested in learning more about this unique initiative, feel free to reach out to Gu Yingyi via mobile phone. Don’t forget to follow our WeChat public platform for more updates and insights.
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