Cannes Lions

DROP

DENTSU, Tokyo / SUNTORY HOLDINGS LIMITED / 2014

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Overview

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Credits

Overview

Description

An incredible amount of energy is used to consistently cool or heat beverages at convenience stores and other shops, as well as inside vending machines. Conventional pre-packaged beverages also produce lots of waste.

We therefore created not just a new beverage, but a whole infrastructure with the purpose of cultivating an increasingly sustainable, next-generation drinking style that looks to the future. An original travel mug and 'portions' (beverage capsules) were developed, while we also aimed to create a next-generation beverage that offers different tasty experiences based on the chosen temperature, unlike other pre-packaged beverages in existence.

Execution

To create a completely new beverage, we started from the container and developed the exclusive “squeeze bottle” in collaboration with Thermos, the container manufacturer.

Exclusive beverage capsules (“portions”) offering fresh coffee, teas and juices were also developed.

Distribution was done jointly with the largest convenience store chain in Japan.

Outcome

By reducing the amount of waste produced and energy required, “drop” not only made the planet happy, but those who drink it happy too. People discovered a new, tasty delight in the temperature of their beverages and fell in love with its delicious aroma and lasting flavor - something that cannot be offered in a plastic container. Moreover, “drop” allows people to customize the thickness and temperature of their drinks to their liking.

In other words, “drop” is also your very own mobile Starbucks or Nespresso machine.

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2020, SUNTORY HOLDINGS LIMITED

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