Water is interesting. Years ago there was not a market for bottled water. Now, it is a key ingredient in many beverage company portfolios. While I drink tap water and filtered water from from fridge, I do often pick up a 24-pack of bottled water at my local Publix.
This is not a typical post for this blog. Why? Because, for me, the messaging with these products takes a back seat to pricing and taste.
Over the years, I have narrowed it down to three water products that I will purchase based on taste alone -- Aquafina, Dasani and Crystal Springs.
Aquafina is pure water.
Dasani is enhanced with minerals.
Crystal Springs is ... Hmmm. I don't even know the message point here.
Since all three taste great to me then it is on to the pricing. These all retail for about $5.99. So, how do I choose? Whichever one is one sale for $3.99 that week is one I get.
If there is not one on sale ... it's back to tap for that week. Perhaps I should have just stocked up the week before.
Ron, I think this is an interesting post from a brand perspective. How did water become a 15+ billion dollar industry in the US? Particularly after Coke and Pepsi came out in 2007 and stated that both come from Public Water sources. In other words, how brilliant to you have to be to take tap water and turn in into billions? How do you convince people that bottled water is better than buying a #20 filter and putting it on your faucet?
ReplyDeleteSomewhere, somehow, someone is brilliant. Just like the guy who invented the smiley face.
I think you are the exception to the rule here. I would guess most people purchase water on brand recognition over taste. You are the only person I know that I've heard comment "That's the best water I've ever had." but hey, maybe everybody is big on taste and it is just me. regardless, I agree with Jay, somebody out there is brilliant. we should come up with another product that people already have available in their homes at the turn of a knob and convince them they need to pay us to package it and deliver it to them for a premium. breathing air? sunlight?
ReplyDeleteI find it interesting that consumers in the demographic most likely to cite environmental concerns and sustainability as an influence in their purchasing choices are also the leading consumers of bottled water. We have great well water in Connecticut and a filter system in our fridge, yet my wife continues to buy cases of Poland Springs water at Costco because "it tastes better" and she likes drinking out of a bottle. (Since when does drinking out of a platic bottle have appeal?) The bottled water industry is unregulated, we could be drinking moose piss, but if it comes in a plastic bottle, it must be good for you. Except for the carcinogens in the plastic and the mountains of non-biodegradible trash.
ReplyDeleteWhoever figured out how to sell bottled water is brilliant, much like the person who thought to market cigarettes as cool and refreshing.
ReplyDeleteI recently swore off bottled water, and was amazed how easy it is. Now I carry a stainless steel "Klean Kanteen" (I have several sizes for various circumstances) which I refill from water fountains and sinks -- way easier than you would think!
And really what's wrong with tap water? This is the same water used to cook your food, to wash your silverware. It makes the ice that melts in your drinks. You soak in this water when you take a bath. I like tap water.
Plus, if people are unhappy with the quality of water coming out of the tap, we should be rioting in the streets! Water is the most basic of public and human needs, it's a right, and we should be thinking and talking about how to ensure quality public water into the future. If we don't, we're dead. Literally.
Pursuant to that goal, I propose a heavy "sin" tax on single-serving bottled water, and I propose that the revenue from that tax be used to secure and improve our existing public water systems. That would send the right *message*: drinking bottled water might be well-marketed, but it's a luxury expense, an environmental disaster, and completely frivolous. Let those who indulge in this "guilty pleasure" chip in to make sure the day never comes when corporate water is the only stuff worth drinking.
Thank you for you time.
Mr. D