What public water supplies should learn from bottled water brands
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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
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What public water supplies should learn from bottled water brands
- 1. Nebraska Section AWWA Water-Tasting Competition 2013 Fall Conference Kearney, Nebraska
- 2. Presented by the Public Information Committee Mary Poe (DHHS), chair Jami Cerone (HDR) Eric Obert (JEO) Brian Gongol (DJ Gongol)
- 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
- 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"
- 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
- 25. From the French Alps
- 26. Mineral content as desirable selling point
- 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
- 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
- 44. From an Indiana public water supply
- 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
- 52. "Natural spring water with naturally-occurring electrolytes"
- 53. Exhibit #11: Smart Water
- 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 note None 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
- 76. Thanks for your attention! ● And thanks to our water-tasting contest participants and judges ● For details from this presentation, contact Brian Gongol: brian@gongol.net