Download - Water for life
THE PROBLEM:
Cynthia thinks of herself as socially aware and environmentally conscious. How do we show her that she's contributing to the environmental problem by purchasing bottled water multiple times a day?
CYNTHIA HUTCHISON
42 years old
Married for 12 years to Kenneth, an investment banker
Literature major at Barnard
Worked at Christie's before marriage
2 kids, Josie (7) and Bex (5)
Lives on the Upper East Side between Lexington and Park
CYNTHIA, CONTINUED
Attends yoga religiously
Votes Republican and likes Bloomberg
Shops at Lululemon
Dyes her hair blond at John Barrett
She's a trend spotter
She's stylish yet doesn't wear stilettos every day
Had Botox, but not too much
CYNTHIA
She's health conscious and cares about social causes
She's not an early adopter, but she's on trend
It's important to her to be seen as someone who cares
She admires celebrities who also care about the environment and social good: Gwyneth Paltrow, Amal Clooney, and Anna Wintour
Cynthia likes things to be orderly, but she's not opposed to having a little fun once in a while. Her iphone case looks like this:
"These water bottles look like the kind you get free with a kid's bicycle. I'm afraid of what's in that cheap plastic.
And they look like they'd spill inside my purse."
"These look like the free schwag they hand out at conferences. I don't use junk just because it's free. My mother does that. Plus, they taste like metal."
"More plastic. Too dorky. I like the fact that they say how much water I'm consuming, but they remind me too much of baby bottles."
"I guess the one-button pop top is a cool feature for a busy mom. But I wouldn't be caught dead with this bottle. It looks masculine, rugged, like the kind of thing they sell at REI. I don't shop at REI. My hippie cousin in Seattle shops at REI."
THE WATER FOR LIFE BOTTLE
Made with metal with a thin glass liner and shaped like a wine bottle
Can open w/ one finger (sounds like cork pop)
Comes with carabiner to hook to your bag
Internal sensor syncs with iphone or Fitbit to track how much water is drunk daily
For the first 30 days after purchase, the company donates $0.01 to The Ocean Cleanup Project every time you refill
THE CAMPAIGN
• Identify trusted celebrity brands who are on trend and pro-environment: Amal Clooney, Gwyneth Paltrow, Anna Wintour, etc.
• Stage "candid" photo shoots with these stars carrying the Water for Life bottle to/from their workouts
• Use guerilla marketing tactics to make sure these pictures are seen. TMZ; "Stars! They're Just Like US!" ; NY Times Social Scene pages, etc.
BEHAVIOR CHANGE
• Suddenly, it seems like buying a cheap disposable water bottle for $5 at the yoga studio is terribly declasse.
• The champagne-shaped water bottles are on the expensive side, but even though they’re not for everyone, Cynthia understands that they are for her.
• Buying your wife a $200 Water for Life bottle is suddenly the new status symbol among wealthy UES yoga moms.
SCALE
• People who want to be Cynthia start copying Cynthia. The company comes out with a $79 version, not quite as blingy but still in that signature shape, a $99 version with the RFID sensor, and later, a $40 “Proud New Yorker” version, which is patterned in white, yellow, and black like the old New York cabs.
IF WE SUCCEED...
• Minimally successful: reduction in the consumption of high-end bottled water sold at high-end gyms and yoga studios in Manhattan.
• Medium success: sales of Fiji, Voss, Icelandic, and comparable brands will be significantly impacted in New York City, LA, San Francisco, and other urban hubs with a high concentration of wealth.
• Maximally successful: bottled water companies throughout the USA will be forced to look for other ways to make money--perhaps by merging and building water filling stations for the Water for Life consumers to use