Coca-Cola Japan has unveiled their latest product into the Japanese marketplace. The new drink “I LOHAS” (いろはす), offers an eco-friendly, space saving alternative to your usual bottle of water. The 12mg polyethylene terephthalate bottle, which is 40% less plastic than other PET bottles, boasts the ability to compress itself when twisted from a 520ml volume. When the I LOHAS bottle is empty, simply twist and recycle, saving the environment and space in the bin.

Japan has lead the world in the respect to ISO 14001 certification for reducing environmental impact with over 10,000 certified companies. So it is no surprise that Coca-Cola decided to market their new product, I LOHAS directly to the Japanese. Although it may seem that Coca-Cola have just jumped on the eco-friendly bandwagon, at least they can say they have added a little twist.

The video advertisement for I LOHAS attempts to bring the green movement into the mainstream with its macho depiction of a man valiantly crushing his I LOHAS bottle. It is a big step away from the idea of environmentally-conscious consumers as hippies. Watch the advertisement below.