Make no mistake bottled water is a billion dollar business. All the major food & drinks groups are involved. Branding drives this market whether it is Poland Springs, Fiji water, and that trendy water of choice on the Left Bank of Paris, St. George from Corsica with its striking design bottle by the French designer, Philippe Starck.
The reasons driving the market are changes in lifestyle, attitudes towards drinks in general, and the simple fact that water is the proverbial “elixir” of life. Remember the simple fact that our bodies are made-up of 60-70% water.
Doctors recommend an average daily intake of H2O should be 8-12 eight-ounce glasses, daily. As a “commodity”, 7.56 liters/256 U.S. fluid ounces are consumed daily by an “average” household. Although prices vary according to brand, the average liter/fl. oz. price tag is equivalent to a liter/fl. oz. of petrol in Canada.
Another remarkable fact is that in the 1990s, Perrier through its clever and witty advertising campaigns worldwide made water the chic and socially acceptable drink of preference at parties and social occasions. You were now no longer forced to imbibe alcohol at a “business” lunch is meeting to seal a deal unless you wanted to.
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One response to “Branding Bottled Water: Differentiating a commodity through various tactics”
I just got a pamphlet from Unicef that says, among others:
“884 million poeple still drink unsafe water.”
“We could divide the planet in halr, with 50% of poeple never having to think about water beyond turning on a tap, and the other 50% wondering if drinking unclean water will sicken and kill their childern.”