Targeted at Millennials, this water bottle serves as a quick download on news stories

Print media is struggling to survive not just in the United States, but everywhere in the world that has access to the internet. In an effort to fight for the existence of print media, branding agency Dentsu Tokyo teamed up with Mainichi Newspapers to print news stories directly on water bottles. It has been especially difficult to connect with millennials, which is why they decided to resort to a direct approach.

Market research found that Japanese millennials purchase around two bottles of water a day, which sparked the idea for the ‘News Bottle.’ Dentu and Mainichi Newspaper also figured out a way to print text with AR content on these water bottles, making it possible for consumers to see live news updates. 30,000 units were quickly purchased—an increase in sales numbers.

This successful and popular campaign led the two partners to redo the campaign except with information on important causes such as environmental measures to protect Mount Fiji and assisting orphans with HIV in Cambodia. This also led to an high increase in donations to these causes as well.

Dentsu | Mainichi

Print media is struggling to survive not just in the United States, but everywhere in the world that has access to the internet. In an effort to fight for the existence of print media, branding agency Dentsu Tokyo teamed up with Mainichi Newspapers to print news stories directly on water bottles. It has been especially difficult to connect with millennials, which is why they decided to resort to a direct approach.

Market research found that Japanese millennials purchase around two bottles of water a day, which sparked the idea for the ‘News Bottle.’ Dentu and Mainichi Newspaper also figured out a way to print text with AR content on these water bottles, making it possible for consumers to see live news updates. 30,000 units were quickly purchased—an increase in sales numbers.