Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved

Innovative Package and Ideas in Japan

November 2013

Tokyo, Japan

INFATUATION WITH FAT-ABSORBING BEVS

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FAT BLOCKING BEVERAGES

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Diet Soda is no longer enough for the relentlessly health-conscious Japanese consumers. The latest trend in soft beverages is the Tokuho drinks that promise to block fat in the body.

BIG HITS

KIRIN’S METS COLA, KAO’S HEATHYA,

SUNTORY’S PEPSI SPECIAL

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Consumption

Tokuho Abdominal

Fat

The drink contains an indigestible form of dextrin which restricts the body’s ability to absorb fat while eating. Studies suggest this can reduce the absorption of fat in the body and lower cholesterol levels.

FAT BLOCKING BEVERAGES

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• Effectiveness on the human body is clearly proven • Absence of any safety issues (animal toxicity tests, confirmation of effects in the cases of excess intake, etc.) • Use of nutritionally appropriate ingredients (e.g. no excessive use of salt, etc.) • Guarantee of compatibility with product specifications by the time of consumption • Established quality control methods, such as specifications of products and ingredients, processes, and methods of analysis

!FOSHU refers to foods containing ingredient with functions for health and officially approved to claim its physiological effects on the human body. In order to sell a product as FOSHU, the claim must be approved by the Ministry of Health and Welfare.

http://www.mhlw.go.jp/english/topics/foodsafety/fhc/02.html

FOSHU certification

FOAHU (FOOD FOR SPECIFIED HEALTH USES)

MAKE IT POP!

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SODA UNHEALTHY•The recent trend in functional beverages is the

carbonation. Soda is no longer associated with negative

health effects such as tooth decay, obesity and calcium

depletion. Brands have been shedding light on benefits

including hydration and weight loss.

!•Functional beverages have been reintroduced to the

market as a new and healthy carbonated option by

many brands.

VERBIAGE:

People’s perception may have

been altered by the use of the

word “sparkling” instead of

“soda”

MEGAHIT: CHOCOLA BB SPARKLING

PACKAGE DESIGNS:

harmony of functional and

emotional. Clearly stating all

the benefits yet maintaining the

appealing designs.

ADDED VALUE

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FUNCTION & EMOTION

MULTIPLE BENEFITS

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To please the Japanese Millennials, brands are offering more than one notable function with their beverages. A “diet soda” can no longer attract consumers, as in the case of Tokuho drinks. Brands need to offer additional health benefits to convince shoppers. Moreover, emotional value must also be apparent in packaging.

Spell it all out:

Let shoppers

know of all that

you offer to

emphasize the

multiple

benefits.

TOKUHO drink can be cute too!

UNIVERSAL DESIGN PET BOTTLE

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50% less label area than others

Grip part based on ergonomics.

Easy to grip for man and women.

Anti-slip

elevation

RESONATE WITH YOUTH

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GIVE ME OPTIONS

•In order to cater to the younger generations who express

themselves through what they select and how they make

it “my style,” brands must offer a variety of options for

them to choose from. The Millennials are willing to pay

more for what they believe in because product they carry

is a reflection of their style.

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MY WAY:

The millenials found a new way

to enjoy the popular Red Bull

energy drink by mixing it up

with the healthy drink Pocari

Sweat.

Soy based energy bars

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Old men’s drink

Neat or on the rock.

SUNTORYFROM OLD TO YOUNG: OLD

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SUNTORY suggests variations of whisky cocktails for younger generations, using a young female actress as a spokesperson.

Different flavored Highballs have become a staple on a drink menu of many restaurants and bars. Campaigns ask consumers what their mixer choice is, implying that this is a fun cocktail drink. !

SUNTORYFROM OLD TO YOUNG: YOUNG

!Design is colorful, catchy and with the use of Uncle Torys character, approachable to young men and women.

FROM OLD TO YOUNG: OLD

STETECO

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It is a pair of pants made of soft cotton, usually worn without an underwear. Airy and sweat-absorbent in the summertime and a comfortable layer in the wintertime. But the sloppy steteco look was becoming extinct in the recent years. We knew steteco as “grandpa’s underwear.”

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Since 2008, we are seeing

more and more fashion

brands selling “designer

steteco” targeting young men

and women. Brands like

UNIQLO are using caucasian

models to pose in this very

traditionally Japanese

garment.

STETECOFROM OLD TO YOUNG: YOUNG

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STETECOFROM OLD TO YOUNG: YOUNG

UNIQLO’s placed steteco “concierge” at retail. Catering to the Millenials to find “my style” from dozenz of colors and patters.

“Repositioned as Room Wear”

PROPRIETARY AND CONFIDENTIAL. © 2013 SCHAWK, INC. ALL RIGHTS RESERVED. !18

Hanes “Neo-teco” for you: American Casual, Surfer’s, Worker’s, Outdoor, College Boy, Hot Rod, Gentlemen’s & Fashionista’s

Proprietary and Confidential ©2013 Schawk, Inc. All Rights Reserved

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