Water is valuable in China, which has a population of 1.3 billion. Yet every day, half-full water bottles are trashed because people can’t identify their own bottle after group activities like meetings and soccer matches. To raise awareness and reinforce the environmental-friendly image of bottled water brand Aershan, Cheil Beijing came up with a smart solution: a scratch-able silver coating that allows people to scratch their initials or another design into the label. Each bottle becomes easy to distinguish when, say, returning to the side of the pitch for that vital post-match thirst-quencher. The initiative drove a sales increase of 21% as well as positive buzz on social media.