Spikes Asia

Beauty Rice Bottle

BEIJING DENTSU ADVERTISING / ZHONG HE FENG JING / 2019

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Overview

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Credits

Overview

Background

Zhong He Feng Jing wanted to increase awareness of their premium organic rice that contains more nutrients than ordinary rice. But it was hard to see the difference between these two types of rice.

So we came up with an idea that allowed people to feel the difference with Zhong He Feng Jing premium organic rice.

Idea

In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin.

So to highlight Zhong He Feng Jing premium organic rice's superior nutrients over ordinary rice, we made them feel beautiful inside and out with Beauty Rice Bottle, a rice-inspired shaped bottle that makes rice water for beauty skincare. Beauty Rice Bottle educated people about the nutritional benefits of Zhong He Feng Jing organic rice.

Strategy

In Asian history, women used the same ingredient for porcelain skin and healthy living. Their secret? Rice water. When infused with water, the rice’s nutrients are beneficial to the skin.

People knew that organic rice was healthy, but they could not see its invisible benefits. So to make the invisible benefits visible for people, we made people look at organic rice in a new way: with beauty skincare.

By highlighting Zhong He Feng Jing premium organic rice's superior nutrients over ordinary rice, we made them feel beautiful inside and out with Beauty Rice Bottle.

Execution

Beauty Rice Bottle was inspired by a traditional beauty approach that uses rice. With functionality and and affordability in mind, we brought back and reinvented a tradition.

With a translucent body and undulating lines to define a rice shape, every part is precisely engineered to make your own rice water for beauty care.

Made from a smooth, continuous surface that’s comfortable to both hold and use, every inner detail is meticulously crafted for perfect infusion - from the brand’s logo engraving within the filtration, to the organic shaped dripper - allowing rice water to drip naturally.

Beauty Rice Bottle was introduced to people on-ground and shared with beauty care KOLs to discuss about it. Conversations were started, but most importantly was that awareness for organic rice was created.

Outcome

Beauty Rice Bottle made headlines in beauty and health forums online, with 140 unique media impressions and even contributed to a 20% year on year sales increase.

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