Glenn Smith
Jun 15, 2010

New entrants VanaH and I LOHAS revive Japan's mineral water sector

Despite excellent tap water, two brands, VanaH, and I LOHAS (lifestyle of health and sustainability), a new launch from Coca-Cola Japan Corporation (CCJC), have revived the Japanese mineral water business.

For the 12 months ended in March, VanaH and I LOHAS were neck-and-neck with adspend of US$12 million each, according to research by McCann Erickson Japan. That gave the duo nearly a quarter of the category's total spend of $90 million.

Mineral water ATL spending has yet to regain the peak of $100 million registered in the 12 months ended March 2008, but it has recovered from the subsequent drop. Into this lull...

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