Opinion
Can bottled water reclaim the ‘C’ word?
Market analysts poring over predictions for bottled water in 2009 have spelt out how challenging the year could be in some major international markets. For example, Zenith International forecasts allow for a 3% market decline in 2009 for the UK, but a return to growth in 2010.
Having spoken to a number of brand managers about some activities they have planned for Q2 2009, it appears that many executives are hoping to combat impartial eco-criticism directed towards the industry with some deft marketing, re-establishing the fact that drinking bottled water is a ‘cool’ beverage choice to opt for. In the next issue of Water Innovation, we’re planning to present a range of examples on how this is being done, so I will not divulge such examples in this blog.
Suffice to say, another welcome boost to the bottled water industry came from an unlikely source this past week. If you want a drink to project an image of being hip to the masses, what better endorsement than one from US president, Barack Obama.
Of course, I’m referring to the invaluable free publicity received by Nestlé Waters when the president swigged from a bottle of Buxton during a press conference with British prime minister, Gordon Brown, on 1 April. Obama reportedly turned down his hosts’ offer of a glass, instead deciding to leisurely take several sips from the bottle, displaying its logo to viewers watching the event live around the world.
Nestlé Waters MD, Paolo Sangiorgi, said: “We’re delighted that President Obama is keeping healthily hydrated with bottled water, especially a local natural water brand such as Buxton.”
Apparently, the unintentional celebrity endorsement by Obama of Blackberry during his presidential campaign was estimated by a broker of celebrity advertising to be worth more than $35m. I wonder what price an analyst would put on the inadvertent ad for Buxton?
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