Bottled water is as plain as it sounds, water in a bottle… there’s nothing much to it. Bottled water is as bland, boring and widely used as, for example, tissue paper. Billions of people consume it, yet consumer loyalty is hard to capture given how hard it must be to differentiate bottled water. Do people lose sleep over choosing between Aquafina and Smartwater? Unlikely. A consumer can be easily swayed to purchase a different brand of bottled water.
OGO water is displayed in highly unique and distinctive packaging. The main benefit that I could see from it’s packaging is its uniqueness and physical attractiveness. The company behind this design must have been desperate to differentiate themselves from their various competitors considering how hard it must be to capture consumer loyalty in the bottled water industry. The packaging is clearly unlike the common bottled water shape: tall and lean. OGO water grabs peoples’ attention.
…. But that’s about it. In my opinion, that’s all it’s good for. I do not speak for billions of people, but as a consumer who drinks ~2 bottles of water a day, I would not purchase this. The reason is mainly due to it’s inconvenience. I could care less about how innovative and eye-catching the packaging is if within minutes I would be finished with the water and dispose of the container.
Allow me to expand on this point: if OGO was to spend so much money designing this unique package, why would they put it in such a small container if that effectively leads to the consumer disposing of it faster? If you want to make an attractive package, give consumers time to admire it! People aren’t going to carry around an empty OGO bottle to stare at because the packaging is so different, they’re going to recycle it when they’re done. After it’s recycled, the consumer wouldn’t spare another thought about OGO’s unique packaging because it’s out of sight.
To be continued in next week’s blog due to word limit…