Mahalo was the first brand of bottled water to ever enter the food and drink industry. It was sold more than ten times the price of oil in Japan. A Japanese man founded the drink, and it was created in Hawaii. The benefits of this water is that it comes from 3000 feet below the ocean's surface so the water is naturally pure and clean. The bottle features palm trees and and curling waves so this shows everyone where the water is produced which may make them more interested in buying the drink.
Mahalo means thank you in Hawaii and is said to be a health advancer. The sales of this drink have grown in the last few decades. The workers for the company have described the drink as 'Liquid Gold' as well as the 'Elixir Of Life' and saying it is Older than Jesus.
Evian
Evian is a British brand of bottled water that originates from a spring in the french alps that was 100 million years in the making. The benefits of this product is that it uses product placement as celebrities drink it as well as using nature advertisements to market the product showing that the water is pure.
Evian promises health, convenience and youth, the advertisements show this as they use young, attractive people to drink the water. This gives the audience the idea of 'if you drink this water, you can look like this'. Evian is described as 'Nature in a bottle' and thats what they make out that they are selling to get people to buy more. The other adverts relate to this as they show mountains and the bottles water within nature. The competition for Evian are Highland Spring as it is another British brand. Pure Life is another competitor for Evian as they aim to sell pure water just like Evian. However, the only difference between these two drinks is that Pure Life is aimed for a more cultural audience. Evian costs more than the other bottled water drinks because they have to send it further after it has exited the warehouse. The manufacturing costs more for Evian and thats why it costs more in stores. The target market for this drink can be anyone as the water is pure and healthy. People who prefer their water to be more clean and nature based would choose Evian. The tools and techniques used for marketing this product are the slogans used such as 'nature in a bottle'. The global advertisements are effective as they use product placement as well as a certain type of manipulation to make people believe that the water can change who they are through the youthful adverts.
Highland Spring
Highland Spring water is also a British brand. The source of this water is Ochil Hill, Perthshire. The benefits of this product are that the company makes sure the water is pure before it is sold and also the advertisements used for the product include celebrities so they also use product placement.
Highland Spring uses nature adverts plus pictures with celebrities to help sell the product. The creators of the drink said 'We use product placement through celebs plus nature adverts.'
Highland Spring became the competitor for Perrier after it was taken off the shelves. This was mostly because British Airways chose Highland Spring as their leading brand.
Even though the bottled water is produced in the same way as Evian (put into a ship and taken to a warehouse to be placed in vans) it still is cheaper as it does not have to travel as far therefore reducing the carbon footprint. The target market for the drink could be anyone, especially in Britain as this year it has grown to be the leading brand in the UK. The tools and techniques used have been pictures taken with celebrities to promote product placement. The advertisements used have been made to interest the audience through the use of role models for people to make them think that if the celebrities are drinking Highland Spring then they should too.
Pure Life (Nestle)
Nestle Pure Life is made in Switzerland but uses global advertisements to market their bottled water. These global advertisements include celebrities marketing the product in stores while families buy the drink and are then shown drinking it. This is a benefit because it makes the audience like the product because they can relate to the people used in the advert. It's competitor is Evian as they both aim to sell pure, clean water to the same audience. They also both use product placement to make their water seem more appealing. Pure Life is cheaper than Evian however, as its not as high a brand as Evian. Pure Life is aimed for a more cultural audience. The target market for Pure Life would be the same as Evian, except that Pure Life would be more popular in other countries as it's not just located in Britain. The tools and techniques used will be the product placement used in the advertisements which has been used to interest the audience and to persuade them that this product is the right one for them.
Perrier
Perrier is from the Languedoc Plain in France. It was around in the 80's and was very popular with everybody, including upperclass and stylish people as the bottle related to a wine bottle and this was an advantage as the drink then soon became the drink that people would have when they went out for a meal etc. It was described as the 'Godfather of the bottled water industry'. The advertisements would include seductive music as well as someone drinking to make the water seem desirable. The slogan 'Eau-la-la' was used which, in France, can indicate surprise. A worker for the company, as he was talking about the advertisement said 'Water can be anything you want old/young etc'. This means that water can be anything and make you feel anything. For example, in the advertisements there are a lot of close-up shots of attractive, young people. Therefore, this may give people the idea that they can become like this by drinking Perrier. The ideal target market for Perrier would be anyone who drinks alcohol as it soon became more popular than this drink. However, after eight weeks of the drink being on top of it's game, it had to be taken off the shelves as there was a Benzene contamination. Highland Spring then became the competitor to this drink as it was placed on the shelves and took over the place of Perrier. Because of the popularity of Perrier, bottled water jumped from number seven to number two in the most popular drink behind carbonated drinks. The tools and techniques used for Perrier were mostly the advertisements using close-up shots and music to make people think of a good time. This was effective as it would draw the audience in and make them want the product.
Volvic
Volvic is another British brand that was made popular due to the Volvic challenge. The advertisement showed the Volvic challenge which was a man talking to the camera about how he is going to drink Volvic bottled water for 14 days and see how much healthier he feels as well as his skin. This made the brand more popular, especially for men because of the men in the advertisement. The competitors for Volvic would be Highland Spring and Evian as they are both British brands too. Volvic would not cost as much as Evian however, but will be around the same price as Highland Spring, making this to be Volvic's biggest competitor. Anyone can be the target market for Volvic as people who watch TV are more likely to see the advert and therefore more likely to buy the drink. Like a lot of the other competitors, Volvic uses nature advertisements to promote as well as the Volvic challenge advertisement. This is an effective marketing tool as it gives viewers a sense of hope that if they take the 14 day challenge, then their skin will be much healthier.
Aquafina, Dasani and One Water
Aquafina and Dasani became competitors as they are both bottled water made by two fizzy drink companies. The reason they did this was because obesity led to demand for healthy drinks instead of Coke and Pepsi. Therefore, Pepsi decided to make Aquafina which made them the biggest competitor to Coca Cola. Aquafina was very popular but Pepsi wanted to use more advertisement for it to make it as big as their original fizzy drink. The advertisements for Aquafina became more appealing through creativity as they started using adverts that would make someone thirsty for someone to buy the drink. An example of this advertisement is here:
After all the marketing techniques used for Aquafina, it became America's number one brand. Dasani was a brand of bottled water that was created by Coca Cola to compete with Aquafina. America started to love Dasani and Aquafina became mainstream. However, when Dasani was brought to the UK, they realised that all Coca Cola had done was purify tap water and use that in Dasani. The British thought that this was a step too far as why buy something that you can get for free?
Five weeks after the launch of Dasani, the chemical Bromate was discovered in the drink. This made people start to think 'In a world where people are dying of thirst, they're moving water from people who have it to other people who have it.'
This made the companies realise that bottled water does not have to make loads of money but instead provide the whole of Africa with a chance to live. This is how One Water was created and 'Love One' which was made into water projects for Africa. 100% of the profits went to Africa and they also used product placement for their marketing techniques. This included an advertisement with David Tennant who said 'When you drink one, Africa drinks two.'
This made other brands such as Volvic and PureLife to take action too as Volvic made an advertisement that said 'For every one litre bought - 10 litres go to people who need it.'
PureLife started taking the minerals out of their water when filtering and then adding them back in to make the taste better. Now, sales of bottled water have decreased over the years.
No comments:
Post a Comment