When I was a kid I remember marveling at people who would pay money to buy bottled water. It just didn’t make sense to me that people would shell out for otherwise free water simply because it was in a bottle. You could put it in a bottle yourself if you wanted!
I still don’t really get it, especially after revelations that much of the bottled water market is tap water in attractive packaging, though I do buy Poland Spring once in while.
When one of my friends started telling me about this new bottled water Penta, which is around $45 a case (compared to $4.99 on deal for Poland Spring), I thought that he was completely crazy.
Apparently, Penta is specifically engineered as ultra-purified antioxidant water with no additives that hydrates better and provides better antioxidant benefits than even antioxidant fortified water because of some scientifically-proven process. At $45 a case it better.
Circle One of Norwalk, CT is, as reported in Brandweek, currently completing the $4 million campaign that will be the brand’s biggest to date.
Even though functional waters are hot right now, Circle One has their work cut out for them. The high price point, intangible benefits and the fact that Coke and Pepsi are throwing their weight into the segment (which is good in some ways because it builds the category, but bad for obvious reasons) make it a challenging time to relaunch the brand.
At least they already have one brand loyalist in my crazy buddy and he isn’t shy in singing Penta’s praises.
It’s a start.