OZA SODA, the latest entry to the competitive strong carbonated water market, has made waves with its innovative branding and targeted design strategy, appealing particularly to health-conscious consumers. The brand, developed by Life Drink Company, is part of the company's renewed focus on drink products after diversifying its business operations over the years.
Founded in 1950 primarily as a tea wholesaler, Life Drink Company experienced various business ventures including ice production, dry noodles, and even solar power. It wasn't until 2015, when they sold shares to private equity fund Sunrise Capital, based in Tokyo, Japan, and established capital collaboration, they shifted back to their roots and laid emphasis on the beverage market.
Currently, about 60% of Life Drink Company's revenue stems from manufacturing private label products for notable retailers such as Aeon and Seiyu. The remaining 40% comprises self-branded offerings including the OZA SODA and their domestically distributed natural water, Ayamiz.
With the growing consumer interest in health and wellness, the company recognized the demand for strong carbonated waters and decided to capitalize on it. "Compared to mineral water, carbonated water has fewer products on the shelves, and we felt we could create something enjoyable for everyone," said Hashimoto from Life Drink Company. His perspective highlights the strategic intent behind OZA SODA’s inception.
OZA SODA is distinct from its competitors not just for its product but also for its thoughtful approach to design. Initially branded with bold statements of strength and masculine visuals, the brand made significant changes to appeal to wider demographics. Feedback indicated the previous packaging was not easily approachable for all consumers, especially women. To address this, the brand shifted to subtler designs, removing assertive mentions of its strength and opting for sleek aesthetics. “With the right design, we hoped to create different market opportunities,” commented Hashimoto.
The brand’s evolution included renaming from ZAO SODA to OZA SODA, which connects with the company’s ambition to establish itself firmly as the leading sparkling water. This new naming reflects not only the production location at Mount Zao but also the company's aspiration to make its carbonated water the best on the market, hence the name's significance. OZA stands for the ambition of the company to designate itself as the number one carbonated water.
Today, as OZA SODA continues to garner recognition among consumers, the company is eliminating the more aggressive branding once used. Instead, they are creating designs catered to customer preferences, which captures the essence of enjoying carbonated water as part of meals or simple refreshment without the intimidation of intense flavors or masculinity.
The product's visual identity has changed markedly over time, with companies recognizing the importance of appealing to female customers – frequently the decision-makers for household purchases. By making their product approachable, OZA SODA has traveled far from being just another strong carbonated water option but instead fosters inclusion and healthy beverage choices for all.
Experts point out the rising trend of health awareness as one of the continued factors boosting the carbonated beverage market. With consumers increasingly seeking healthier lifestyle options, including less sugar and more refreshment options, OZA SODA appears to be well-positioned to thrive. "OZA has the ambition of establishing itself as the leading sparkling water brand," said Hashimoto, summarizing the company’s outlook.
Overall, as the company continues to adapt and respond to consumer feedback, innovations such as OZA SODA represent not only the evolution of product offerings but the changing tides of consumer preferences within the beverage market. Expect to see continued growth and collaboration for Life Drink Company as they endeavor to stay on the cutting edge of the beverage industry.
