Over the years, I thought I had seen and tried just about every type of sparkling water available in a public place. But recently, at one of the many fine restaurants in Moscow, Russia, I was served a sparkling water that caused a stir among the friends at my table. Continue reading
The point of the case study is to illustrate that anything can be branded successfully, even commodities. Hundreds of teams from dozens of countries have presented their recommendations on this topic. Most of the recommendations had at least nuggets of good ideas for creating unique brands of water. And many were strong enough that they could easily be turned into thriving businesses.
Water is the quintessential commodity. Approximately 326 million trillion gallons of water can be found on earth. (Admittedly, only 3% of this is in the form of freshwater. About 70 percent of our planet is covered in ocean with an average depth of several thousand feet.) And approximately 60% of human bodies are water. Water is largely tasteless, odorless and colorless. Recognizing that water is scarcer in some places, still in much of the world, water is delivered directly to people’s homes at a relatively low cost and is easily available in great quantity. In fact, many people and businesses use massive quantities of water on a regular basis for irrigation, manufacturing and to maintain landscapes. So how then can one differentiate and command a price premium for water? It has already been done many times before. Consider Voss, Pellegrino, Ty Nant, and many other brands of bottled water.
“Want to market a product to the average douchebag? First, pick a brand that gives him exclusivity – something purportedly elite but still found at the grocery store. Products like Axe, or services such as oxygen bars cater to segments of society like the “bro” in a wonderful way. If you can sell air through a tube or the idea of two chicks getting up in your grill over musky porpoise-hork cologne, I’m all for it.
One of the concepts along the same line I’ve never really considered is novelty bottled water. Continue reading
Voss is hoping its new campaign will convince consumers that it’s more than just a pretty bottle. The Norwegian premium bottled-water company is launching “Look Deeper,” its biggest campaign in years, as well as its first major campaign targeting consumers.