With the launch of I LOHAS (a new water brand in Japan) Coca-Cola leveraged the consumer's desire to contribute to solving environmental issues by convincing them that a simple action to change their water brand would make a significant difference to the world they lived in.
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...