The bottled-water industry is exceptional at branding. What one brand positions as an advantage, another characterizes as a shortcoming. The public water sector needs to lear
2. Presented by the Public Information Committee Mary Poe
(DHHS), chair Jami Cerone (HDR) Eric Obert (JEO) Brian Gongol (DJ
Gongol) 3. Taste Testers 4. Scoring Flavor Scent Appearance
Aftertaste (all on a 1 to 10 scale) 5. And while they're tasting...
6. Are you delivering premium water without even knowing it? 7.
What makes for a premium water?People pay for perceived quality 8.
So premium quality is...?Special treatment, purification, or
minerals 9. The funny thing is...There's not much difference
between high-priced bottled waters and many municipal waters 10.
Let's glance at what's inside 11. Exhibit #1: Aquafina 12. Look!
It's been purified! 13. From an exotic source? Nope. 14. Exhibit
#2: Crystal Geyser 15. "Bottled at the source" 16. "Bottled at the
source"Couldn't the same be said if you have storage tanks near
your wells? 17. Clever marketing: "There is a difference" 18.
Powerful suggestive words: "Mountain" "Spring" "Geyser" "Alpine"
"Crystal" 19. Exhibit #3: Dasani 20. Purified, with minerals
added... "for taste" 21. Does a "green" bottle make a product
environmentally friendly? 22. Salt added 23. Dasani water quality
info could not be located for this presentation 24. Exhibit #4:
Evian 25. From the French Alps 26. Mineral content as desirable
selling point 27. How many groundwater systems tout filtration
through "mineral-rich sands and soils"? 28. Is it better because
it's traveled thousands of miles? 29. Exhibit #5: Fiji 30. Better
because it's artesian? 31. How many times is your public water
"touched by man"? 32. How deep must a well be to qualify as coming
from "deep within the earth"? 33. From Fiji to Kearney: 6,591 miles
34. Exhibit #6: Glacier Clear 35. Purified, but not really from a
glacier 36. It's from Minneapolis 37. Exhibit #7: Ice Mountain 38.
Is your public water "Pure", "Quality", "Natural"? 39. From
Michigan 40. Do consumers use less plastic when they drink from the
tap? 41. Are your well sites "carefully selected"? 42. Exhibit #8:
Nestle Pure Life 43. "Enhanced with minerals" 44. From an Indiana
public water supply 45. Exhibit #9: Perrier 46. Mineral content
commands a premium price 47. "Mineral water" but "Low mineral
content" 48. Is well-traveled water somehow better water? 49. One
bottle: 8% of your daily calcium 50. Exhibit #10: Resource 51.
Electrolytes "for taste" 52. "Natural spring water with
naturally-occurring electrolytes" 53. Exhibit #11: Smart Water 54.
Vapor-distilled, with electrolytes added 55. Positioning distilled
water against spring water: Clouds vs. the ground 56. Bottled at
multiple sites 57. So...how about those electrolytes? 58. The
following data comes from the websites (or labels) of the
respective brands 59. Bicarbonates 60. Calcium 61. Chlorides 62.
Magnesium 63. Nitrates 64. pH 65. Potassium 66. Sodium 67. Sulfates
68. Total Dissolved Solids (TDS) 69. Important noteNone of this is
intended to denigrate the products shown 70. Bottled water brands
have a lot to teach us in the public water sector 71. Take credit
for your source quality 72. Take credit for your treatment process
73. Take credit for your "electrolytes" 74. Help people understand
that they get bottled-water "quality" almost for free 75. Source
datahttp://www.aquafina.com/downloads/bottledWaterInformation_en.pdf
http://www.crystalgeyserasw.com/docs/Bottled%20Water%20Report%202013%20-%20benton%20TN.pdf
http://www.dasani.com/dasani/wp-content/uploads/sites/2/dasani_report.pdf
http://www.evian.com/files/Evian%20AWQR%202012%20ENG%20All%20Other%20States.pdf
http://www.fijiwater.com/media/newsroom/FW_waterquality.pdf
http://www.drinksmartwater.com/img/smartwater_water_quality.pdf
http://premiumwaters.com/assets/files/quality/2013_Chippewa_RO_English.pdf
http://www.nestle-watersna.com/asset-library/Documents/IM_BWQR.pdf
http://www.nestle-watersna.com/asset-library/Documents/PL_ENG.pdf
http://www.perrier.com/en/discoverperrier.html
http://www.nestle-watersna.com/asset-library/Documents/R_ENG.pdf
76. Thanks for your attention! And thanks to our water-tasting
contest participants and judgesFor details from this presentation,
contact Brian Gongol: [email protected]
