Otsuka Pharmaceutical Co., Ltd.

October 28, 2016

ORONAMIN C DRINK Recognized with Good Design Long Life Design Award

Otsuka Pharmaceutical Co., Ltd. (Head Office: Chiyoda-ku, Tokyo, Japan: President & CEO: Tatsuo Higuchi) is pleased to announce that ORONAMIN C DRINK package design has been recognized as a recipient of the Good Design Long Life Design Award 2016. The award is an extension of the Good Design Awards, administered by the Japan Institute of Design Promotion.

ORONAMIN C DRINK was developed from the pioneering idea of adding carbonation to create a flavorful nutrition beverage. Positioning as a carbonated beverage (soft drink) that was not subject to the marketing restrictions affecting medical products expanded sales opportunities and created the entirely new market category of "carbonated nutritional beverages." The basic formula, product logo, and "Genki Hatsuratsu" (Full of Vitality) marketing slogan have remained the same since the 1965 product launch, a period of more than 50 years. Innovative communication campaigns have kept pace with the times, fostering multitudes of ORONAMIN C DRINK fans. Currently available in 9 countries and regions worldwide*, ORONAMIN C DRINK continues to energize people of all ages, in Japan and overseas.

The Japan Institute of Design Promotion issued the following comments regarding the 2016 award.
"Though they are seldom seen these days, at one time, the enamel billboards advertising ORONAMIN C DRINK featuring comedian Kon Omura with his eyeglasses sliding down his nose were a familiar aspect of the Japanese landscape. Amazingly, the "Genki Hatsuratsu" (Full of Vitality) slogan has remained unchanged since the product debut in 1965. When you take a bottle in your hand, you can feel the history of a product that came of age during Japan's years of rapid economic growth. In addition to the product, the ORONAMIN C DRINK brand itself is an excellent example of Long Life Design."

The Good Design Long Life Design Award commends and encourages the continued existence of designs identifying products and services that have earned the support of users and consumers for a period of ten years or more. The award seeks to call attention to the significance of continuing to value things that are intrinsically good.

In addition to Good Design Long Life Design Award recognition of ORONAMIN C DRINK and POCARI SWEAT, Calorie Mate received the same award in 2014, making all three of Otsuka's leading consumer products recipients of this prestigious award recognizing the unchanging appeal of good design.


ORONAMIN C DRINK is a carbonated nutritional beverage fortified with vitamins, including the vitamin C equivalent of 11 lemons. The optimal 120ml size offers a fresh tingle of carbonation and a refreshing feeling that expands with every gulp. Containing no food coloring or preservatives, ORONAMIN C DRINK retains its distinctive yellow color since initial launch.
Launched in Japan in February 1965 as a carbonated nutritional drink for casual consumption, ORONAMIN C DRINK marked its 50th anniversary in 2015. In 2011, ORONAMIN C DRINK became the first small-sized vitamin drink to pass the 30 billion bottle sales mark in Japan. Bringing vitality to young and old alike, ORONAMIN C DRINK is currently available in 9 countries and regions worldwide*.

  • Markets where ORONAMIN C DRINK is sold (as of October, 2016; in order of market launch) Japan, United Arab Emirates, Kuwait, Bahrain, Oman, Saudi Arabia, Qatar, Republic of Korea, Hong Kong