Since 2009, only the lucky few high-income, trendy, 35-year-old women with access to a Whole Foods or Southern California have had the pleasure of living the Resource life. Resource is a bottled water brand from Nestle, and it has everything you could possibly want from water — recycled material, electrolytenment, and the ability to accessorize your favorite outfit. Also, there’s the video above, which offers a glimpse of how those aforementioned women are living because they have Resource.
All of this is now available nationwide. All of what? We just don’t know. That’s because Nestle has gone a little too far to sell some bottled water.
To take it back to basics, Nestle has launched the nationwide campaign for its Resource brand of water (with help from Cone Communications and McCann). According to The New York Times, the bottled water business reached nearly $12 billion last year. But there are a ton of brands on the market: Dasani from Coca-Cola and Aquafina from Pepsi, not to mention the other Nestle brands, which include Poland Spring, Deer Park and Ozarka. And that doesn’t even take into account carbonated water.
So Nestle needs to carve out a niche. The company has determined that Resource needs to reach women with money in their mid-30s. We get that. The question is how to do it. And Nestle has decided to reach them in the most convoluted way possible.
Let’s see… It’s kind of OK for the environment because the bottle is made out of recycled material. There are electrolytes. In fact, the electrolytes are so powerful, it induces the mysterious “electrolytenment.” It’s high end. It’s a “lifestyle brand,” says the group marketing manager for the brand Larry Cooper. He also says it’s an “accessory.”
And there’s the video. With yoga and bad acrobatics and people giddy with delight.
Oh, and it quenches your thirst.
Bottled water is a tricky thing mostly because it’s kind of silly. Everyone needs water, so there’s no one niche that it’s suited to. In the US, water is readily accessible from any number of faucets. But so many people have consumed so much of the stuff that, like an oenophile, they swear they can taste the difference.
So really what you’re selling is the marketing. Evian is youthful. Deer Park comes straight from an all-American spring. Dasani is packaged in a weird bottle. If the marketing makes no sense, people don’t have a reason to prefer your brand over another. There’s so much going on with Resource, you don’t know where to look.
It’s smart for Nestle to target women with money. But they don’t need to do quite so much to sell them on the idea of something they already need.