Case Study

Only available on StudyMode
  • Download(s) : 80
  • Published : November 9, 2010
Open Document
Text Preview
Case Study: Peeking at a 21st Century Brand; bling h2o

A new chapter in the bottled water industry has been written. Bling h2o, bottled in Tennessee at the English Mountain Spring, is an amalgam of modern sculpture, Hollywood, and truly great water. The brand’s creator, Hollywood screenwriter Kevin Boyd, envisioned a fine water presentation that made a statement equivalent to Cristal Champagne and Tiffany jewels. Boyd knows the importance of image and what your choice in bottled water conveys to the public. In Hollywood it seems the bottled water one carries has become an important prop and it has become the land of the up market waters - bottles are becoming statements of coolness and bling h2o was fashioned to make a defining statement. The mission was to offer a product with an exquisite face to match exquisite taste. The product is strategically positioned to target the expanding super-luxury consumer market

Available in US$40 750ml and US$24 350ml versions, the frosted, corked bottles are emblazoned with hand-applied, Swarovski crystals. Not surprisingly, the newspapers are reporting that the Goddess of conspicuous consumption Paris Hilton “has tasted the water” as has her dog Tinkerbell.

The drink has also shown up at the Grammy’s, Emmy’s and MTV Video Music Awards in the hands of celebrities such as Jamie Foxx, Mariah Carey and Shaquille O’Neal.

Bling h2o’s museum quality glazed bottles, each one hand detailed with genuine Swarovski crystals, would command attention regardless what was inside. Bling h2o is virtually nitrate-free, sodium free, and contains minimal chlorides. The 100 milligrams per litre of Bicarbonate account for the pH of 7.66, an optimal pH level for those who appreciate a slightly sweet taste.

The bling h2o Christmas Collection 2009 was being touted as the world’s most expensive bottle of water and comes in two versions, Swarovski Crystal and opaque green, red or red and white decorated.

Just how do you differentiate a...
tracking img