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FIJIFiji Water focuses on selling the 'exotic' sense of water from the island chain. By marketing the water as more 'pure' than others, they capitalize on the fact that most consumers assume the islands are equivalent to the tropical oasis depicted on the bottle.
Previous Fiji marketing techniques have included campaigns stating "The bottle says Fiji because it's not from Cleveland." and stating "Every Drop is Green: Not only is it the best tasting water, ... it is also helping to save Fiji's largest lowland rainforest, the Sovi Basin. " Glaceaú SmartWaterThe makers of Vitamin Water introduced Smartwater in 1996, and have since aggressively marketed it as an upmarket alternative to other water brands. By using celebrities in their advertisements (such as Jennifer Aniston depicted left), SmartWater appeals to the same audience as health and luxury products.
With its somewhat ironic 'simplicity is delicious' tagline, SmartWater claims that they add less chemicals than other bottled water brands. Much of SmartWater's advertising is centered around the lifestyle of a more sophisticated and simple alternative to the cheaper brands such as Coke's Dasani and Pepsi's Aquafina. EvianMuch like Fiji, Evian also focuses on the exotic nature of its water's source. Originating in the Swiss Alps, Evian capitalizes on the crisp mountain images and the 'pure' untouched beauty of the Alps to convince consumers to buy.
Evian's advertising also targets sophisticated consumers seeking the luxury lifestyle. Famous photographers have juxtaposed supermodels with the beverage, and past campaigns involved Greek sculptures. Evian hired fashion designer Diane von Furstenberg to produce a new 'Limited Edition' bottle for 2013. AquafinaAquafina is PepsiCo's brand of bottled water and targets a completely different market than many of the previous brands. Rather than attempting to sell the lifestyle with connotations of fine luxury products and models, Aquafina utilizes the vast distribution infrastructure of Pepsi's existing products.
Due to both Pepsi and Coke's expertise in the field of beverage distribution, most marketing of Aquafina and Dasani comes from vending machines and other outlets frequently selling Coke or Pepsi products. Convenience plays much more of a factor with Aquafina and Dasani's brand images as opposed to the others on this list. DasaniDasani recently introduced their 'plant bottle' which is a new formulation of plastic which uses up to 30% plant-sourced products. Marketing this as the ultimate eco-friendly product with green caps and luscious plants, Coke is attempting to decrease some of the increasingly negative environmental backlash against bottled water.
The Coca-Cola Company has been using the new 'plant bottle' as an environmental draw for many of their brands. |
Sources
Fiji Water Ad - Do The Green Thing http://www.dothegreenthing.com/blog/criminal_mineral_ads_round_two
SmartWater Ads - Huffington Post http://www.huffingtonpost.com/2012/05/16/jennifer-aniston-smartwater-ad-photos_n_1521100.html
Evian Ad - Luxury Brands Directory http://luxurybrandsdirectory.com/evian-2/
Aquafina Vending Machine - Evil Cyber http://evilcyber.com/nutrition/bottled-water-vs-tap-water/
Dasani Ad - Ad Monkey http://admonkey.org/tag/dasani/
Fiji Water Ad - Do The Green Thing http://www.dothegreenthing.com/blog/criminal_mineral_ads_round_two
SmartWater Ads - Huffington Post http://www.huffingtonpost.com/2012/05/16/jennifer-aniston-smartwater-ad-photos_n_1521100.html
Evian Ad - Luxury Brands Directory http://luxurybrandsdirectory.com/evian-2/
Aquafina Vending Machine - Evil Cyber http://evilcyber.com/nutrition/bottled-water-vs-tap-water/
Dasani Ad - Ad Monkey http://admonkey.org/tag/dasani/