Exploring the ideal way of sustainable products required in the after-corona era-Tiger Thermos Tiger Bottle "Four Promises"

As the world changes rapidly with the new coronavirus infection, there is growing interest in "sustainable" lifestyles where people live with consideration for the environment.
Meanwhile, as a company, we were among the first to pay attention to this change, "1. HUMAN RIGHTS de-conflict minerals" "2. ANTI POLLUTION de-fluorine coating" "3. HEALTH PROTECTION de-round throw production" "4. SUSTAINABILITY de-plastic Tiger Magic Bottle Co., Ltd. has opened the Tiger Bottle Site with the new "Four Promises" of "garbage".
This time, we will talk with Mr. Minamimura, the brand manager of the company's stainless steel bottles, and Mr. Tamaya, who is in charge of public relations, and will explore the future of sustainable products using the company's bottles as an example.

Looking ahead to the "next 100 years", the challenge of a long-established manufacturer that has declared the "natural" so far

Please tell us about the points that you have emphasized so far in making things.

Mr. Minamimura (hereinafter referred to as Minamimura): So far, when considering the main use of stainless steel bottles called "portable thermos bottles," it is still the most important, weight reduction, heat retention and cold retention capacity. The rest is the ease of use, ease of maintenance, and high quality that only Japanese manufacturers can offer.
We have been competing with each manufacturer in these respects, but in reality, we have reached a level where it is difficult to make a difference in the industry as a whole. Manufacturers in Japan and overseas are already in a homogeneous competition.
Under these circumstances, we asked, "Why are we going to compete in the future?", "How to compete globally?", "How to make it resonate with millennials and Gen Z?" I thought. Therefore, I dared to declare to society what I had not said as "a matter of course" until now. There were pros and cons within the company as well.
Originally, I am aware that the corporate culture was a person with a sense of humor. However, what I came up with thinking "I don't have to say it" was actually the weapon I had as a Tiger thermos.

What was the point that led you to overcome the embarrassment of declaring something that was already there and to do it?

Minamimura: We will celebrate the 100th anniversary of our founding in 2023. With that in mind, it's part of the company's attempt toward "NEXT 100 years."

Among the various efforts that have been made so far, this time, the appeal points are "1. HUMAN RIGHTS de-conflict minerals" "2. ANTI POLLUTION de-fluorine coating" "3. HEALTH PTOTECTION de-round throw production" "4 . SUSTAINABILITY Is there any reason why you narrowed down to the four "de-plastic waste"?

Minamimura: There were other candidates, but when we prioritized the items of human rights, health, and environmental consideration, we naturally narrowed down to these.

Is there anything you were concerned about when making the declaration?

Minamimura: Regarding "2. ANTI POLLUTION de-fluorine coating". Some of our other products still use fluorine coatings. Do you declare only stainless steel bottles in it? There was honesty in such a part.
However, even with that in mind, we have a good technology to replace the fluorine coat, so we decided to declare it with conviction.

Why did you choose the item called a bottle?

Minamimura: When it comes to embodying and embodying the elements of "four promises" and sustainability, stainless steel bottles were often the most embodied of our various products. To put it simply and easily, I thought it was a stainless steel bottle.

Did you change the reaction by rephrasing the part that used to be called "my bottle" to "de-plastic waste"?

Minamimura: Actually, this was also a part that I couldn't declare compared to other manufacturers, so it was the first time I had declared it so firmly.

Mr. Tamaya (hereinafter referred to as Tamaya): Our EC site was released by chance on July 3rd. July 1st was just the time to charge for plastic bags, so I think it was a good opportunity for them to be picked up accordingly.

Changes in promotion toward a new sales channel called "EC"

What is the intention of limiting sales to e-commerce (EC) this time? Is it from the perspective of sales channels or from the perspective of not wasting inventory management?

Minamimura: I wonder if EC is the best way to create a place where we can communicate with our customers while firmly communicating our message.
In addition, we have a lineup of custom bottles in 10 colors this time, but as stores are shrinking now, it is actually a little difficult to get customers to see all the colors.
In that sense as well as in terms of manufacturing, I think there are merits to doing it on our own site.

I would also like to ask about promotion. Has there been any change in the promotion method while renewing the appeal points this time?

Tamaya: The sale of custom bottles this time is limited to EC sites, so the selection of promotions has changed significantly. Unlike before, it's no longer an over-the-counter promotion.
First, get recognition and attract customers.
Then how do you get inside and get interested?
From there, how do you connect to product purchases?
Focusing on these four points, it is essential to create a mechanism for turning PDCA. On the EC site, you can follow the customer's trends up to the purchase, so I think it is necessary to follow them firmly as data.
The rest is how to deliver the message. The themes we want to deliver, such as sustainability and "four promises," are heavy and deep.
Therefore, I consciously work with influencers who are familiar to the target group and Euglena who are working on sustainability to communicate. It would be great if you could reach the Tiger Bottle as an extension of that transmission.

By what criteria are influencers selected? Also, what kind of message would you like to have that person propose?

Tamaya: Looking at my Instagram account, I select people who are constantly being promoted to be related to sustainability as influencers. This time, we are also focusing on the design of the site, so we are also focusing on "people who fit into the world view" so that young people will be interested.

In addition, the official Instagram account of Tiger Bottle also distributes interview videos. At that time, I'm paying attention to creating content that interests me, rather than just talking about sustainability. As the role of Instagram, I am careful to make it a transmission method that makes sustainability familiar to the life of the person I admire.

How was the reaction when you actually made the declaration to the world and compared it with what you expected?

Tamaya: To be honest, I think there was more reaction than expected. Especially on Twitter. We also received a surprising number of retweets and comments on "advertising." One story about fluorine coating is, "It's wonderful not to use it." Everyone, I felt with my skin that those who are interested are well understood.

Minamimura: The same is true for "1. HUMAN RIGHTS De-Conflict Minerals". "I declared it well!" Or "It's rare for a Japanese manufacturer." After all, everyone thinks of things from that perspective.

Tamaya: Personally, I was contacted by a junior who works in Africa for the first time in two years, and he said, "It's a really good promotion."

It's interesting that the response on Twitter was great. What kind of reactions and comments did you receive from people of all ages this time? What kind of layer do you feel it resonated with?

Tamaya: Since it's Twitter, I thought that the younger generation would be the main hypothesis, but if you look closely at the contents, older people are also responding, so reach more than expected. There may be a wide range of people.

As for the content of the comments, there are many people who praise me so much that it makes me feel better. "I will only buy your products from now on," or "I wish there were more companies like this."

Minamimura: The eyes of the company have changed, haven't they? In the future, it's time for sustainability to stick.

Did this declaration come out with a sense of what is required as a social background? Or is it considered as a company or as a person in charge?

Minamimura: We, the person in charge, and the management, have gathered together to promote the project with a strong will to "because this perspective will become absolutely important in the future." Right.

Looking back over the last few years, do you feel any change from the times you have been working in?

Minamimura: There is a difference. However, I also learned that "our products cannot be recommended even in the after-corona era." The "four promises" would have given us that kind of perspective.

"Sustainability" that fits into your life

Do you usually carry out sustainable activities yourself?

Minamimura: I've always used two my bottles for over 10 years. Coffee in the first bottle in the morning, tea in the second bottle in the afternoon, and so on. We have such employees rumbling.

Tamaya: I usually use eco-bags. But what does it mean to be sustainable? I feel that there are sustainable activities in what everyone is doing on a regular basis. For example, turning off the electricity diligently.

From that point of view, this item is exactly what it seems to be a chance to be aware of that.
I would also like to ask about the color development of products. There is an image of sustainable = natural colors such as white and brown, but why did you incorporate colorfulness?

Minamimura: I thought it would be different to have customers put up with the colors and cut the elements in order to make them sustainable products.
I thought it would be great if you could experience the joy of choosing colors and connect them ethically and sustainably.

This time, each color has a theme, but what was the intent of its meaning?

Tamaya: I wanted to create the fun of choosing. I think it would be nice to have a bottle selected as a new opportunity to sympathize with the global environment and what we want to protect.
Even if you're not interested in sustainability, I think there's something that attracts you to cute names. Especially for people in the younger age group, I think that is also a point.
Even if it's a good idea to choose because the name is cute, I hope it will lead to a sustainable interest.

Future prospects centered on sustainable "four promises"

As the bottle itself spreads to society in the future, I think that problems such as hygiene and water supply stations will arise. Do you anticipate any social changes in the future?

Minamimura: After all, the point of major change is the new coronavirus infection, isn't it? I feel that hygiene awareness is increasing at the world level. Hygiene awareness such as wearing a mask and washing your hands is also pervasive.
On top of that, I would like to embody our keyword "one person, one bottle" and be able to talk about hygiene and operation in that context.
I would like to build that part firmly and expand it toward the world in the after-corona era.

I think it's a part that you're already feeling the response to, but are there any strategies for expanding it in the future?

Minamimura: As a manufacturing company, I don't think we can continue with just shouts and promotions. The point of the game is always "how much can we put it into the product and embody it?" I don't want to make a "what's wrong" declaration.
Our development members also always have the perspective that "if such technology is adopted, we can further promote sustainability."
As a manufacturing maker, I would like to constantly challenge how much we can evolve.

Do you have any plans to expand the "four promises" as a whole company in the future?

Minamimura: If you can get such an evaluation in the world, the trend is to pick up this context firmly and follow it.
Originally, it was difficult to declare the "de-fluorine coating" part using only stainless steel bottles. However, I was able to declare it because I was already working on technological development for other products.

Finally, please tell us what you would like to challenge in the future.

Minamimura: After all, I would like to further evolve the "four promises" announced this time. And I want to properly disseminate it to the world.
After that, I would like to expand Tiger Bottles globally. In the future, we would like to extend our "four promises" to people all over the world.

Tamaya: I think that being able to set up an EC site and communicate directly with customers through it is a considerable strength. I would like to ask you what kind of related products you want and what kind of promotion you are attracted to, and make use of them in the future. And I hope that this initiative will spread more widely in the world by responding to such voices.

Sentence / Eri Honda