Coca Cola: I Lohas

David Elsworth

Coca-Cola Japan wanted to launch a water brand with Japanese-sourced water into a market crowded with imported brands.

Coca Cola: I Lohas

David ElsworthCoca Cola Export Corporation

EXEC SUMMARY

How do you launch a local water brand in the face of strong imported brands and strong established local players? How do you create differentiation when the product itself is purely and simply, water?

We stopped looking at the business issue and started looking at the bigger vision of what the consumer wanted. We understood the shifting consumer psyche which left long established brands exposed to a “killer” new idea.

We reframed the key drivers of choice from water as a badge of provenanceto a...

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