I Lohas: Crush Eco

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: Coca Cola Company
Agency: In house
Brand: I Lohas
Campaign duration: May 2009 - June 2010
Campaign objective: Revitalise market; brand relaunch and reposition
Country: Japan
Media budget (USD): $5-10 million
Media used: Branded content, Email marketing, Events, Games/competitions, In-store, Internet search, Magazines (consumers), Mobile, Newspapers (national), Out of home (all forms), Packaging, Public relations, Product development, Product placement, Sales promotion, Sponsorship (event or property), Television (broadcast), Word of mouth

Executive Summary