Summary

I LOHAS, founded in Japan in 2009, has become one of the most popular flavored water brands in the country. It is working on developing bottles with a reduced environmental impact.

I LOHAS, a Japanese flavored water and mineral water owned by The Coca-Cola Company, has become one of the most popular flavored water brands in Japan through its localized ingredient sourcing, product innovation, eco-friendly packaging, and effective social media marketing campaign.

Scope

- By sourcing mineral water from local springs, I LOHAS tapped into the strong localism trend among Japanese consumers, which is expected to gain more traction in the light of the COVID-19 pandemic.
- ILOHAS rolled out sugar-free drinks that have found favor among health-conscious consumers.
- The distinctively lightweight and easy-to-recycle packaging has helped the brand stand out, and endowed an eco-friendly halo to the brand.
- By understanding the wants of social media users, the company was able to optimize its marketing campaigns on Twitter, and generate a high number of retweets for posts on its official Twitter handle.

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