Product Information
Aquapax is bottled water but instead of using standard plastic packaging it is encased in a unique and environmentally friendly packaging. This is also a heavy focus for the products marketing and image. It advertises itself as being environmentally friendly because it doesn't use plastics made from oil, the design is complicated. Also the water contained within is a major selling point, as it comes from a very natural spring in Europe and makes claims about purity and taste.
The official Aquapax website:
http://www.justdrinkingwater.com/
The Client
On the 29th September we met the client shortly after we received our brief. He talked to us a lot about his product, the context for his product, his own life and what he wants us to produce. I took notes on some of the things that he talked about to get some basic grounding in what I am doing.
- He grew up in South Africa near the beach.
- Liked to surf.
- Surfing one day, got oil all over his board. left a strong impression.
- Neil was the director of a water company in charge of bottled water budget, had objections to the company.
- Believes in change, need for change.
He talked a lot about the bottled water market as a whole:
- 22 billion litres are sold a year world wide, 2 billion in the UK.
- Nitrate present in bottled water (through chemical fertiliser).
- Why package water in plastic? It is light and inexpensive.
- Plastic bottles are dependant on oil. many problems with oil.
- Water can 'go off' in plastic bottles.
Neil then spoke about his product in particular:
- Starting point - rectifying the problem of plastic bottled water.
- The packaging is covered in positive environmental icons and imagery.
- The packaging is 72% paper, which provides the strength and structure.
- Retails for about 79p.
- Men don't typically see it on the shelf among plastic bottles.
- Won the best Bottled Water Award.
- Aims to be the conscience of the bottled water industry.
- Kuwait very interested for environmental reasons (their climate etc).
- Can be refilled and reused like a normal plastic bottle.
The Project
Neil capped off the session by talking about what he wanted us to produce. he stressed that we are to produce a viral advertisement, not a standard advertisement. He doesn't want us to do anything that cheapens the brand. We have to be tasteful, respectful and show it as a 'premium' product. We also need to stay away from putting the product in a negative light. Fairly typical advice that you would expect.
I will need to do research in to virals and how I can market water in this way.