Sustainability and corporate responsibility are the buzz words for organizations nowadays in terms of operations. Considering this Boxed Water is one such example of entrepreneurship and marketing genius to hit the market and creating noise with its out of the box design and communication.
As an organization the primary message ‘Boxed Water is Better’ is relayed to the consumers has a two way objective, as stated on the company website as being curious, artistic and also a philanthropic aspect to the product the intent is to instill a presence in terms of sustainability and also create an emotive connect with the target market which is in essence people who wants to preserve the environment and nature.
As a brand looking to create a niche position in the market the communication of Boxed Water is dependent in terms of a deeper understanding of the consumer profile, in terms of
- How involved they are in the brand & category
- How they view the category you compete in
- What kind of message gets the best response
Advertised as a product which is kinder to the environment and also keeping the perspective of the social impacts of the bottled water to negate it somehow, the simple product idea is ‘boxed’ water. The communication of boxed water starts with its ‘packaging’, which is according to the author, is the hero of whole big idea.
The simple yet effective packaging has helped in creating an aura around the brand and the background of ‘white’ on the box in essence gives an image of a clean and ‘sustainable’ product, which is beautifully done.
Started with the simple idea of creating a new bottled water brand that is kinder to the environment, the product packaging the outdoors, digital communication and other marketing tactics have one thing in common which is the ‘message’ of the communication.
With, ‘Boxed Water is Simple’,’ Think Inside the Box’, Boxed Water is Better for the Earth’ have one theme in common which is affixed on sustainability and entails recyclability, saving trees, water and in general a positive impact on the Earth is the theme.
Recognition is visual and gives the brand instant visibility and/or appeal (pack shots, signage, and mnemonics) and the Boxed Water’s visual scores very high on this aspect which also includes nature elements like the depiction of a fresh plant coming out of the boxed water packaging.
The extended brand identity for boxed water is the factor of sustainability and the companies stand against bottled water.
The consumers of today are technology savvy and follow the new trends and sustainability as a trend is in effect worldwide and for a product like Boxed Water the intent from a communication standpoint should be, to consistently create new messages to make the product part of the popular culture.
Besides stars endorsing the product, opinion makers, environmentalist, and businessmen should be focused in terms of their association with a product having a positive effect on the society which ill in turn effect positively on their personality.
With a strong product and the constant strive for innovation, led by a visionary leadership team and a responsible business model (sustainability), boxed water will go a long way in terms of growing a base of customers and also strengthen its position in the consumers’ minds to have a positive effect on both the revenues and market potential in an effective manner.
The key for any communication is to depict a powerful story and should make a distinct position in terms of presence; boxed water is also doing campaigns to be in touch with the consumers on a more direct level and it is the way forward in terms of advertising paradigm shift nowadays with brand activation the key to keep the brand alive and also a positive effect on the bottom line.
Boxed Water. Overview, 2014. Web. Date of access.26 March 2014