Australia: World’s first magazine on a bottle

January 4, 2007 at 1:28 pm 6 comments

James (MindShare regional team, Singapore) writes:

Springwise just published its Top 10 Media & Publishing Business Ideas of 2006.

Frankly they’re all worth reading and considering for the future. But the winner in my mind came from Melbourne Australia – iLove, the world’s first magazine on a bottle. This concept just cries out to everybody else across the region…now what ELSE can we attach a magazine to?

Here are some of the facts behind iLove (according to the brand’s site!)

  • iLove is a 32-page glossy women’s magazine contained within the label of a quality 600ml spring water and is published in six separate editions monthly.
  • iLove is the world’s first magazine on a bottle and Australia’s hottest new magazine targeting the young trendy woman “on the go”.
  • iLove readers are passionate about getting hold of another version of iLove every time they buy bottled water for more of the fun and quirky pages of relationships, fashion, beauty, nightlife, eating, health, music and just some plain laugh-out-loud stories.
  • iLove readers love the magazine because they can read it anywhere – carry it in their purse when they are traveling, use it as a shopping reference and take advantage of deals on-the-spot at leading boutiques and other retailers.

Also at the site, here’s three reasons why you should advertise with iLove…

  • You buy only once, but your ads are published four times over two weeks.
  • iLove perfectly targets the health and style-conscious consumer.
  • Over 4 million women buy at least one 600ml bottled water every week! Even our modest target for market share will make iLove Australia’s biggest-selling magazine. 

Entry filed under: australia, content, outdoor, print, retail.

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6 Comments Add your own

  • 1. Yousuf  |  January 8, 2007 at 7:00 am


    This is fantastic! Have you guys heard of the Dutch water brand called “Neau”? They sell empty water bottles asking people to fill them with tap water. Reason? The Netherlands has the world’s freshest tap water but people use it for everything but drinking! They drink Evian and Perrier!

    Check out archives for more or google it.


  • 2. James Chadwick  |  January 8, 2007 at 7:27 am

    Hi Yousuf – thanks for the tip. I guess that’s the ultimate example of a post-modern brand. No product, just pure political statement.
    I love this comment in the brandchannel article:

    “No, we are not selling plain air. We sell conscientiousness and social responsibility.”

  • 3. Responsible Angel  |  February 6, 2007 at 12:12 am

    If it won an award, then howcome they have not produced any new issues in 8 months? Great idea, but bad execution.

  • 4. Phil  |  March 22, 2007 at 11:42 pm

    They are behid magazine on a coke light bottle apparently. Well done iLove! Waiting to see more exciting news!

  • […] They are behid magazine on a coke light bottle apparently. Well done iLove! Waiting to see more exciting news! – more – […]

  • […] Australia » Blog Archive » Daily Meditation Friday, March 23, 2007 added an interesting post on Comment on Australia: Worldâs first magazine on a bottle by …Here’s a small excerpt[…] They are behid magazine on a coke light bottle apparently. Well done iLove! Waiting to see more exciting news! – more – […] […]


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