There’s a lot that can be done with PET bottle shapes, from sexier versions to the manipulated artistic pieces below. The bottles can communicate ingredients, emotion, or positive effects on the body purely by the bottle design and shape.
New from Coca-Cola Japan, l LOHAS is jumping in on the Eco bandwagon with a bottled water that makes an environmental stand (at least marketing-wise) with its bottle design that twists up neatly into a 12 gram piece of plastic that is said to be 40% less than other PET bottles.
The marketing push makes the consumption process into three easy steps: Buy the water, Drink up, Twist up and dispose. Not too different from most other drinks, except for the twisting part which makes the waste noticeably smaller than your average PET bottle. While it may not make a tremendous difference in terms of waste (though it’s certainly space-saving), it does lend itself to a certain spirit of ecology that is making its way into Japanese society.
Michael is the Editor of JapanTrends.com and Director of the 
I’m a lot more cynical about this. A Coca-Cola product as LOHAS? Plastic as LOHAS? Is Coca-Cola making fun of us or insulting our intelligence? Or is there a punchline?
I think there’s a simple rule: If it’s bought in a store, it’s most likely not sustainable.
@Ken
Oh, for sure. I’m a pretty cynical guy myself, but it’s a great way to market a product, and is at least a step in the right direction for those who care about such things. I mean, you can’t expect Japan to just stop using plastic overnight…what’s the alternative? It uses less, and takes up less space. Sounds pretty good so far.
Personally I think “sustainability” is one of many cynical marketing ploys from environmentalists and anti-capitalists, but I see your point.
Indeed… Im a marketing senior and all this environmental issue its just another “added value” campaign, conceived in Germany a few years ago. Its business healthy and a good innovation theme too.
“environmentalists and anti-capitalists”
lawl, caring about garbage volume makes you a communist. Also think of all the capital lost. 0.5 seconds of your time wasted twisting a bottle. You could have spent that time earning a dollar, ffs!!!
lawl, caring about garbage volume makes you a communist.
My point is that no matter what, as long as it’s a “corporation” doing the innovation with an ecology spin, it’s always seen as some kind of cynical plot to “make bucks” instead of actually helping. However, eco-groups and government get a free pass in the public sphere no matter how silly the ideas are or how wasteful the effects because the intentions are seen as noble.
it’s a great way to market a product
That’s what I think we need to be cynical of. As Seth Godin pointed out, all markerts are liars.
you can’t expect Japan to just stop using plastic overnight…what’s the alternative?
My tap and a re-usable glass.
“sustainability” is one of many cynical marketing ploys from environmentalists and anti-capitalists
I sort of agree, but I also think it’s a ploy from capitalists and those who value quarterly profits above all else – after all, “sustainability” is being sold in a bottle by a listed firm – one of the largest in the world. If it isn’t profitable they won’t keep selling it. Boosting dividends isn’t exactly anti-capitalist.
@greenlaunches
Coca Cola was always into being environmentally friendly…
Nothing shipped in trucks is environmentally friendly.
come up with an eco-friendly alternative
Plastic?
the look on Hiroshi Abe’s face is priceless!
http://japansugoi.com/wordpress/i-lohas-mineral-water-japan/
Another way to market water to maximise profits. Nice packaging idea but the world needs less waste. Drink from a tap.