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I LOHAS water now on sale in Japan - guess the producer

May 25, 2009
By Ken Worsley


LOHAS water from Coca-ColaNew products tend to come and go rather quickly at Japan’s convenience stores, especially in the case of soft drinks and instant ramen (and candies and seasonal alcoholic beverages and…you get the point). A few days ago I wandered into the local Lawson’s to be greeted with a 新発売 (newly on sale) product that surprised me a bit: I LOHAS （い・ろ・は・す） water.

LOHAS, of course, stands for “Lifestyles of Health and Sustainability,” and it is something of a dishonest, soulless marketing scam marketing demographic aimed at assuaging guilt amongst urban yuppie types self-labeled “green” consumers (whose actual consumption patterns and lifestyles tend to resemble anything but sustainability). Click the image for a full-size laugh view.

Of course, I LOHAS water is brought to you by Coca-Cola, that bastion of environmentally friendly, locally produced organic products that are so wonderful for your health. Seriously, LOHAS water: 520ml in a plastic bottle, versus turning on the tap at home. How long will this one stay on the shelves?

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Comments

4 Responses to “I LOHAS water now on sale in Japan - guess the producer”

  1. David on May 27th, 2009 11:21 am

    My personal favourite are the “Wild Health” ads for diet Coke (or whatever it is called now). I don’t understand how they can use the word “Health” in conjunction with that product.

  2. Ken Worsley on May 27th, 2009 11:51 am

    I forgot about Wild Health, it does deserve a mention. Now there are (at least) two Coca Cola products in Japan with “Health” in the name. What’s next, Sustainable Cola?

  3. gus on June 27th, 2009 11:28 pm

    the look on Hiroshi Abe’s face on the TV campaign is priceless!
    http://japansugoi.com/wordpress/i-lohas-mineral-water-japan/

  4. Ken Worsley on June 28th, 2009 12:53 am

    Yeah, he will apparently sell anything. I thought he was all about the Draft One. It seems anyone with a bigger budget can get this guy’s talent agency on board.

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