Feeling guilty about the environmental impact of drinking bottled water? Coca-Cola Japan has an app for that.
In a bottled water industry built on marketing hype, Coca-Cola Japan is targeting the “eco-guilty” and “eco-image conscious” consumer, dubbed “part-time green” consumers. Coke has “tapped into consumers willingness to take small steps toward “greening” their daily lives, but without making major sacrifices”.
Coke is betting image conscious consumers will pay an 18% premium to buy water marketed as “green”. At 130 yen per 520ml bottle, Coca-Cola is charging an eye-popping $11.00 per gallon for water.
To reinforce the “green” marketing, Coke advertising has developed a catchy “three step disposal ritual” in a new video. The “1-2-3” campaign encourages the consumer to
1. Buy!
2. Drink
3. Remove-label-twist-and-discard (hey, isn't THAT 3 steps?)
Source: http://fivebyfifty.com/2009/05/22/low-guilt-bottled-water/
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