Hot and sweaty after a lovely hike around Plitvice Lakes, Croatia, I bought a bottle of nice cold water. The bottle had moisture on the outside and just holding it felt good. We had downed a lot of bottles of this brand for the last several days, yet this is the first time I noticed that there was a saying on the back of the bottle about happiness.
I went around and checked everyone else’s bottles and found each one had a different quote from this wise sage: Hana Soljan Galic’. I’m guessing it is the marketing department for Jana water company, but more on that later when I have internet and can google it.
How would you get me to buy your water rather than getting it from the tap or buying someone else’s brand? After all, we are talking about H2O here. 20 years ago, almost no one bought a bottle of water. Now, many people would never think of drinking tap water. With all the brands of bottled water available, do you choose by taste, by price, by who carries it at the market you visit?
Fiji water made a great brand based on the water coming right from a source, not touched by human hands. When I was able to get on the internet, I found that Jana is also sourced 2500 feet in the earth and goes directly into the bottle without being touched.
So, like many products in Croatia, the taste is really fresh and clean. It is a great product. Jana has been successful because of a carefully crafted marketing plan that inspires and delights customers with its messages.
The folks at Jana started their “Water with a Message ” Campaign in 2103. For the following 3 years they have been rated number one in brand strength in Croatia. This is not a mom and pop operation. Jana is owned by Agrokor which is publicly traded on the Zagreb stock exchange. Not only have they hit on a delightful branding technique, they donate a small amount of each bottle sold to humanitarian causes.
Well, tomorrow I will buy another bottle to see what message it will share. How can you motivate your customers to search to buy your product or service?
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