[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 made some thoughtful and small-scale changes aimed at encouraging younger generations to develop a habit of reading newspapers. This initiative is not a one-time charity event, but rather a strategic approach that has led to multiple implementation plans. Around 2014, Japanese Daily News noticed that fewer young people were buying daily newspapers, yet more were purchasing bottled mineral water. Inspired by this observation, they decided to transform newspapers into drink bottles, reimagining the way young people could access news.
By using newspapers as packaging, they created an alternative channel for reading news, while also reducing the price of the mineral water to make it more accessible. Originally priced at about 6 yuan, the water was now available for just 3 yuan. Surprisingly, this innovative packaging not only felt less forced but also stood out on the shelves with high recognition.
To ensure that the news remained current and engaging, Japanese Daily News launched 31 different packages within a single month. Each bottle featured a QR code that allowed consumers to scan and read the latest news on their mobile phones. This move not only helped save traditional media but also encouraged young people to become more aware of current events. In the final month, each retail supermarket sold an average of 3,000 bottles of "NewsBottle" mineral water.
Inspired by this successful concept, Japanese Daily News recently introduced a donation-themed bottle. They divided the charity program into several themes, such as the Philippines Typhoon Relief Fund, the Cambodian AIDS Treatment Fund, the Fuji Mountain Environmental Protection Fund, and the Japan Earthquake Recovery Fund. Consumers could choose which cause they wanted to support, buy the corresponding package, and have the profits donated to the respective charities.
In addition to selling through restaurants and supermarkets, the bottled water was also used as official drinks in some government events to further support the fundraising efforts. The inclusion of a QR code on each package allowed young people to access the latest news by scanning it on their phones. This strategy effectively bridged the gap between traditional print media and digital platforms.
This unique mineral water packaging design was created by Japanese designer Yoshinaka Ono. By using daily news as the packaging, the design not only highlighted the product’s value but also emphasized its news relevance, making it both functional and meaningful.
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