[Chinese Packaging Network News] The global paper media industry is currently facing the challenge of being pushed to the margins. In Japan, the newspaper sector has once again introduced small but meaningful initiatives aimed at encouraging younger generations to develop the habit of reading newspapers. These efforts are not one-time charity events but rather part of a broader strategy with multiple implementation plans. Around 2014, the Japanese Daily News noticed that fewer young people were buying daily newspapers, while more were purchasing bottled mineral water regularly. Inspired by this observation, they decided to transform newspapers into packaging for bottled water. This innovative approach provided an alternative way for young people to engage with news, while also making the product more accessible by reducing the price of the bottles. Originally priced at about 6 yuan, the mineral water was now available for just 3 yuan. Surprisingly, using newspaper packaging not only made the design feel less forced but also increased its visibility and appeal on store shelves.
To ensure that the news remained up-to-date and easily accessible, the Japanese Daily News launched a total of 31 different packages in one month. Each bottle featured a QR code that allowed consumers to scan and read the latest news on their mobile phones. This initiative not only helped preserve traditional print media but also encouraged young people to become more aware of current events and political issues. By the end of the campaign, each retail supermarket sold an average of 3,000 bottles of "NewsBottle" mineral water.
Inspired by this successful concept, the Japanese Daily News later introduced a "Donation Bottle" initiative. They created several themed campaigns, such as the Philippines Typhoon Relief Fund, the Cambodia AIDS Treatment Fund, the Fuji Mountain Environmental Protection Fund, and the Japan Earthquake Recovery Fund. Consumers could choose which cause they wanted to support, purchase the corresponding bottled water, and know that a portion of the proceeds would go directly to the selected charity. To further boost fundraising, the bottles were sold not only in supermarkets and restaurants but also used as official water supplies during government events.
The inclusion of QR codes on the bottles allowed young people to access the latest news instantly via their smartphones. In doing so, the Japanese Daily News managed to bridge the gap between traditional print media and digital platforms. This creative approach truly highlights the potential of combining journalism with innovative packaging.
By the way, the unique mineral water packaging design was created by Japanese designer Yoshinaka Ono. Using daily newspapers as the packaging not only enhanced the product's value but also emphasized the importance and relevance of news in everyday life. It’s a brilliant example of how creativity can help revive traditional media in the modern world.
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