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Newspapers become packaging for beverage bottles
[Chinese Packaging Network News] The traditional paper media industry worldwide is facing increasing marginalization. In Japan, the newspaper sector has once again taken some small but meaningful steps to re-engage younger audiences in the habit of reading newspapers. This was not just a one-time charity event, but rather a creative initiative that led to multiple execution strategies.
Around 2014, Japanese Daily News noticed that fewer young people were buying daily newspapers, while more were purchasing bottled mineral water. Inspired by this observation, they decided to transform newspapers into drink bottles. By using newspaper pages as packaging, they created an innovative way for young people to access news—while also making the product more affordable. Previously priced at around 6 RMB, the mineral water was reduced to just 3 RMB, making it accessible to all consumers.
The result was surprising: the newspaper-based packaging not only avoided being too pushy or intrusive, but it also gained high recognition on store shelves. The design successfully blended practicality with creativity, drawing attention and sparking interest.
To ensure continued news relevance and updates, the Japanese Daily News launched a total of 31 different bottle designs within a single month. Each bottle featured a QR code that allowed consumers to scan and read the latest news on their mobile devices. This move not only helped save print media but also encouraged young people to become more engaged with 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 per month. The success of this idea inspired the newspaper to expand further, introducing a "donation bottle" concept. They divided the charity efforts into various themes, such as the Philippine 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 special edition mineral water, and know that their purchase would directly benefit the selected charity. To further boost fundraising, the bottled water was also used as official beverages in certain government events, in addition to being sold in restaurants and supermarkets.
Thanks to the QR code on each bottle, young people could easily access the latest news on their phones, bridging the gap between traditional print media and digital platforms. It's a win-win for both the newspaper industry and the audience.
Interestingly, the unique mineral water packaging was designed by Japanese designer Yoshinaka Ono. His innovative use of newspaper content as packaging not only highlighted the product’s value but also emphasized the importance and relevance of news in everyday life. A brilliant example of how creativity can revitalize traditional media in the modern world.