I Lohas - Crush Eco - A simple choice can change the world

Coca-Cola Japan had long faced a serious problem. How do you launch a local water brand in the face of strong imported brands and established local players? How do you create differentiation when the product itself is simply water? Its strategy was based around a bigger vision of what the consumer wanted.

I Lohas - Crush Eco: A simple choice can change the world

The Warc Prize for Asian Strategy is Asia’s first competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific) were asked...