Aquafina Eco 1j3r5z

Aquafina Eco-Friendly Promotion Lost In Translation

Aquafina is launching the "Eco-Fina Bottle," made with 50 percent less plastic, eliminating an estimated 75 million pounds of plastic annually. Aquafina is also driving additional environmental benefits by producing the bottle at purification centers where filling occurs and by eliminating cardboard base pads from 24-packs, which will contribute to saving 20 million pounds of corrugate by 2010. Sounds very eco-friendly, yes? Of course the folks at PepsiCo's Aquafina want to get the word out about its new eco-friendly bottle. Apparently, part of the promotional campaign included shipping, via FedEx overnight, 5lb boxes of the new water to journalists around the country. Oops, this is where the promo came off the rails. Imagine the carbon cost of manufacturing this special "promotional package" and shipping this across the country. The packages were shipped FedEx--overnight, to journalists who had not requested the water in the first place.

The folks at TechCrunch--the well-known technology blogger, received their package (actually they received two by misstake) and ended up feeding the water (and the bottle) to their dog.

I'm not sure this is the type of publicity Pepsi was looking for. Sometimes promotions get lost in the translation. daveibsen on Sunday, March 29, 2009 at 09:53 AM in Brands and Branding | Permalink Reblog (0) | Digg This |

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Promotion

Aquafina To Launch Largest-Ever National Bottled Water Promotion; Program Offers Consumers More Than 40,000 Cash Prizes. Publication: PR Newswire Publication Date: 25-JUN-03

Format: Online - approximately 488 words Delivery: Immediate Online Access

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Article Excerpt -- Two Aquafina Blimps To Travel Across United States PURCHASE, N.Y., June 25 /PRNewswire-FirstCall/ -- Aquafina, the nation's best-selling brand of bottled water, is giving consumers nationwide more than 40,000 reasons to choose "purity guaranteed" this summer. Beginning this week, Aquafina is kicking off the bottled water category's largest-ever national consumer promotion. The new program, "Aquafina Pure Luck," offers consumers a chance to win one of more than 40,000 cash prizes ranging from $2 to $10,000, simply by being spotted with Aquafina or Aquafina Essentials. Aquafina Spotter ground crews, assisted by two Aquafina-branded blimps that will travel to more than 60 cities throughout the United States, will be awarding prizes to individuals spotted drinking or holding Aquafina products through September. "Aquafina is the category's leading brand of bottled water so it's fitting that we're launching the category's largestever-national consumer promotion," said Steve Sears, vice president of marketing, non-carbonated beverages for Pepsi-Cola North America. "This new program emphasizes the significant Pepsi-Cola is putting behind Aquafina and, at the same time, rewards consumers for purchasing our brand over other bottled waters." Aquafina's new promotion will be ed by two national 30-second TV commercials airing on network and cable television. The first promotional TV spot, produced by Element 79 Partners Chicago, humorously plays up the mysterious arrival of Aquafina-branded blimps and the spotter ground crews' mission to award unsuspecting consumers valuable prizes. The new Aquafina ad will begin airing on July 1. Aquafina's second promotional...

Promotion

Pepsi aquafina - Presentation Transcript 1. 2.

Pepsi: Promoting Nothing Chapter 15 Company Case Drink, Drink, Drink! Aquafina o Drink Aquafina 3. Competing Companies o Pepsi Cola and Coca-Cola have been competing with each other for many years through numerous taste tests and television ads. o One of the ideas they came up with is water. In the early 1990s Evian and Perrier were the brands that dominated the niche and helped establish bottled spring water’s clean, healthy image. o Pepsi first tried to attack this market with bottled and sparkling water but failed. In 1994, Pepsi had the idea of using its bottlers to filter local tap water and offering the resulting product under the name of Aquafina. 4. Background Information o They experimented with a reverse osmosis process pushing already filtered tap water at high pressure through fiberglass membranes to remove even the tiniest particles. o This process created a water with no taste or odor. In addition, because the process used tap water it was inexpensive and would compete well on price with the other spring waters in the market. o Pepsi wanted to target everyone with a unisex, mainstream water at an everyday price. 5. Competitors cash in… o By 1999, the bottled water market had boomed and competitors such as Coca-Cola decided it was time to the market. Similar to Pepsi they launched Dasani. o Dasani was a bottled water filtered locally by its bottlers but with certain salts and minerals added to give it a fresh, clean taste. Having the same motives as Pepsi, Dasani was content just to build distribution and not promote water. 6. Water Wars o By 2001, the category was on the way to becoming the 2 nd largest beverage category. o By 2004 both companies decided they needed to promote their waters. This resulted in a new front called the “Water Wars”. 7. Question 1  What markets should Pepsi target for Aquafina? 8. Question 1 Answered… o The early water products such as Evian, target women and “high-end” consumers and positioned themselves as expensive, upscale products. Pepsi on the other hand wanted to target everyone with a unisex product at an everyday price. o They position the product as having “nothing”! Pepsi is referring to how the product has no added minerals or anything and that it is pure. However, Evian and other natural spring waters are also positioned as pure. 9. Possible Target Options o Pepsi could mimic the other water producers and target women. But to narrow the targeting even more, it could target the 20-35 aged, active, on-the-go, health-conscious woman. o In response to the concerns over teenagers drinking too many soft drinks, it could position the drink as a substitute for soft drinks. This would be problematic for Pepsi but could be a complementary alternative. o Another option would be to target the 20-35 year old, active, health-conscious man who is on the go. This might position it against sports drinks and Pepsi’s own Gatorade. o It could position it not as a sports drink but simply as a convenient source of pure water for people on the go or in situations where good water was not readily available. o Pepsi has a difficult time finding a good position for Aquafina that makes sense in of its other product offerings. o An Aquafina bottle doesn’t mention Pepsi on the label so they could pursue a multi-brand strategy. 10. Question 2  What recommendations would you make for advertising objectives, message strategy, and message execution for Aquafina? 11. Question 2 Answered… o Consumers already know about the product and the category’s success has demonstrated the primary demand for the product. The focus for advertising objectives should be on persuading or on building selective demand . o Pepsi wants to build brand preference and encourage both new s and brand switching. Persuasive advertising includes persuading customers to purchase now, to receive a sales call, and convincing customers to tell others about the brand. o The first step in creating effective advertising messages is to decide what general message the company wants to communicate to consumers. This flows from the positioning statement stressing the idea that the positioning statement guides development of the marketing mix. 12. Question 2 Answered…

Aquafina FlavorSplash Wild Berry Water Posted on May 10, 2010 by Brandi| Leave a comment

>I don’t know about you, but when it comes to drinking water I will pick up a bottle of flavored water quicker than a bottle of regular water. I think it has something to do with I can trick my mind into thinking that it is not drinking water, because we all know water has no flavor. Right?! Even my kiddos will drink some flavored water before they pick up regular old plain water. Or, if the water has a great label or funky logo then they will grab it because it is cool. And cool usually costs.

Aquafina FlavorSplash waters are a great way to get your water intake in. Especially during the hot summer months when we are more active outside and sweating out more fluid. I am hooked on Aquafina FlavorSplash water, and it is typically the brand I buy when I am stopped at a convenience store. I don’t know why. I just have always like Aquafina water. So when I was asked to be an Aquafina Flavor Splash Brand Ambassador from MomCentral.com I was thrilled. I love representing companies that I already know and love! Over the next 6 weeks you will be getting a post a week from me. Each post will contain a goody in it, and the last post will reveal what the goodies are for! (No not all the Brand Ambassadors are doing this, but I thought it would be a fun way to get you guys/gals involved.)

This week we are talking about Aquafina FlavorSplash Wild Berry. I will say from the get go….this is my favorite. I love this flavor mix. There are few water beverages that I can stand to drink first thing in the morning, but I so don’t have that problem with the Wild Berry flavor. Instead of having juice (with a few hundred calories) I can have a glass of the FlavorSplash in Wild Berry. You never miss a thing with it. I swear! You have no calories, no fat, no nothing but the goodness of water with some yummy fruit flavoring.You can go HERE to get a $1 off coupon on your next Aquafina FlavorSplash 6 pack purchase. goody #1- Aquafina FlavorSplash wild berry Lip Balm

disclosure: “I am a participant in a Mom Central campaign for Aquafina FlavorSplash and have received various FlavorSplash samples to facilitate my participation. Mom Central will send me a gift card at the end of the program.”