Nestle Encourages People to Try Sparkling Water for Seven Days
Laura McQuarrie — July 30, 2015 — Marketing
References: sparkling7daychallenge & marketingmag
In order to nudge consumers in the direction of making better beverage choices, Nestlé Waters Canada is urging people to try sparking water with a 'Sparkling 7 Day Challenge.'
As Nestlé's Pure Life Sparkling drinks contain no sugar, calories or sodium, the brand is emphasizing these drinks as an alternative to soda and other unhealthy drinks that's also more exciting that plain water. The drink flavors come in Lemon Lime, Peach Mango, Pineapple and Raspberry-Lime varieties that are prepared with all-natural fruit flavors.
Research suggests that it takes a minimum of seven days to form a new habit, so the Sparkling 7 Day Challenge provides consumers with the chance to develop a new routine. As an added incentive, participants can grab a coupon to save money when purchasing a case of the sparkling fruit beverages through the campaign microsite.
As Nestlé's Pure Life Sparkling drinks contain no sugar, calories or sodium, the brand is emphasizing these drinks as an alternative to soda and other unhealthy drinks that's also more exciting that plain water. The drink flavors come in Lemon Lime, Peach Mango, Pineapple and Raspberry-Lime varieties that are prepared with all-natural fruit flavors.
Research suggests that it takes a minimum of seven days to form a new habit, so the Sparkling 7 Day Challenge provides consumers with the chance to develop a new routine. As an added incentive, participants can grab a coupon to save money when purchasing a case of the sparkling fruit beverages through the campaign microsite.
Trend Themes
1. Sparkling Water - Opportunity for the development of innovative and flavorful sparkling water products that offer a healthier alternative to traditional sugary beverages.
2. Healthy Beverage Choices - Disruptive innovation can be found in creating and promoting low-calorie, low-sodium, and naturally flavored drinks as a substitute for unhealthy sodas.
3. Habit Formation Programs - There is potential for designing and implementing challenge-based programs that encourage consumers to adopt new habits, such as drinking sparkling water for a week, leveraging the power of habit formation.
Industry Implications
1. Beverage Industry - The beverage industry can capitalize on the trend by expanding their product lines to include healthier alternatives like flavored sparkling water.
2. Health and Wellness Industry - Opportunity for companies in the health and wellness sector to promote and market low-calorie and low-sodium beverage options, positioning them as healthier choices.
3. Marketing and Advertising Industry - Disruptive innovation can be found in designing and executing creative marketing campaigns that promote habit formation and encourage consumers to try new products such as sparkling water.
2.6
Score
Popularity
Activity
Freshness
