Just 6 months after its launch, the new 'I LOHAS' brand of water leaped ahead of all competitors to capture the No. 1 rank in sales in all challenges (supermarket, convenience stores and vending. It was the first time in history a new water brand had dislodged the traditional brands. In 6 months (183days) over 200 million bottles had been sold. The brand was covered 554 times on TV news etc and newspapers, providing the equivalent of 3.9 million dollars in media value.The Japanese government is now quoting the I LOHAS brand as one of the examples of how business can help the country achieve the 25% reduction in greenhouse gas emissions needed for Japan to make good on their sustainability commitments.