For World Water Day, One Water Changed Its Packaging to a Dirty Color
Laura McQuarrie — March 23, 2017 — Marketing
References: onedifference.org & metro
In recognition of World Water Day this year, One Water decided to pull a bold stunt and change the color of its water bottle packaging to bring awareness to the fact that millions of people around the world still do not have access to clean drinking water.
One Water released a dirty brown-colored sleeve for its bottled water product, which makes it look as though the pristine spring water inside is actually filthy. These bottles are set to go on sale at major supermarkets.
One Water founder Duncan Goose says: "It seems counter-intuitive to be trying to sell a bottle of water that looks dirty, but we think it’s a useful moment of reflection in our busy days and an opportunity to support a business that pours its profits into clean water for everyone rather than into the bank accounts of corporations."
One Water released a dirty brown-colored sleeve for its bottled water product, which makes it look as though the pristine spring water inside is actually filthy. These bottles are set to go on sale at major supermarkets.
One Water founder Duncan Goose says: "It seems counter-intuitive to be trying to sell a bottle of water that looks dirty, but we think it’s a useful moment of reflection in our busy days and an opportunity to support a business that pours its profits into clean water for everyone rather than into the bank accounts of corporations."
Trend Themes
1. Awareness Marketing - The trend of using unconventional marketing tactics to raise awareness about social or environmental issues presents an opportunity for businesses to stand out and engage with conscious consumers.
2. Disruptive Packaging - The trend of using unconventional packaging, like discolored bottles, can shake up traditional product perception and create innovative marketing strategies.
3. Social Impact Branding - The trend of aligning a brand with a social cause allows businesses to connect with consumers who value companies that prioritize social impact over profits.
Industry Implications
1. Bottled Water - The bottled water industry has an opportunity to create awareness around water scarcity issues and differentiate their products through creative packaging and purpose-driven branding.
2. Supermarkets - Supermarkets can embrace the trend of stocking products with unique packaging, like discolored bottles, to attract socially-conscious consumers and support brands with meaningful social initiatives.
3. Marketing and Advertising - The marketing and advertising industry can help businesses develop and execute awareness campaigns that leverage disruptive packaging and align brands with social causes for maximum impact and consumer engagement.
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