Meet Eco-Jiro. An eco-warrior with a difference, he’s the creation of the Japanese drinks company Kirin, he’s made of beer foam, and he’s really rather loveable.
What really sets Eco-Jiro apart from other companies’ environmental communications is his engaging, quirky and light-hearted approach. And since Kirin’s initiatives are cost-efficient as well as environmentally responsible, Eco-Jiro engages customers and impresses shareholders at the same time.
A Kirin employee says, “We have learned through our environmental communication approach that this ‘agreemental’ type of communication works. Actively working with customers is a much more effective way to get a message across to them – rather than just introducing what we as a company are doing for the environment in a report style.”
The little character first made his claim to fame in magazine adverts in 1991. His job was to make Kirin’s environmental efforts easier for customers to understand. Since then he has moved into to other areas too, including television advertisements, character costumes at sporting events and on top of that he now also has an official website dedicated to him. Fans can purchase t-shirts, document holders, and durable, reusable carrier bags bearing his happy face.
Eco-Jiro’s success can be attributed to a number of factors: firstly, that environmental awareness is becoming increasingly fashionable and mainstream, secondly, the fact he’s incredibly easy to like and, thirdly, that he responds perfectly to his target group – housewives aged 20 to 30, who have children. Although this may not seem like the most conventional audience for a company that makes beer, a Kirin employee explains this audience has “the highest interest in environmental issues. Especially housewives, who are always worrying about their children’s future and who are also the ones who do the shopping and sorting out the recycling in their households as part of their daily routine. They simply pay more attention to environmental matters.”
Creating a character like Eco-Jiro to communicate important messages to consumers is a success in Japan, where animation is a strong element of visual culture, but could potentially backfire in other countries. This sort of idea doesn’t only require a very good knowledge of the precise target group; it also needs to be culturally appropriate. Kirin’s intention is that Eco-Jiro is perceived as trustworthy, responsible and environmentally aware, yet fun and engaging. Thus, the concept would only work successfully in cultures where he would be recognised as such.
Kirin is now planning to evolve its environmental communication strategy, with Eco-Jiro helping to create even more engaging and approachable communication channels between the company and its customers. Eco-Jiro is without doubt a great supporting character, helping Kirin and its customers play increasingly effective lead roles in their journey to sustainability.
© Kirin
© Kirin
© Kirin
© Kirin
| No comments have been made so far – why not add one yourself? |
