July 2009
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Advertising Agency: Duval Guillaume Brussels, Belgium
Creative Directors: Peter Ampe, Katrien Bottez
Art Director: Victor Vegh
Copywriter: Robin Stam
Photographer: Jean-Francois de Witte

Comments (7)

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GMD10's picture
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I thought in your direction as well before I posted.

But read the headline again it's introducing a sports bottle. As if it is an extension to their regular bottle line. That's why I said it is trying to penetrate the amateur/hobby sports market as water traditionally doesn't have a serious value proposition on this level.

However, people are more interested in direct enhancement of their endurance or ability, they are ambitious without being able to invest that many hours in training. Hence their preferred choice in energy drinks like Red Bull or other liquids that hold additional benefits on top of the refreshment element.

That's why I say don't sell the comfort before the content. That's for luxury brands that play in a market with hard to acquire alternatives. The sport drink market is dense and competitive. Not to mention very innovative.

Water cannot improve on itself. Otherwise it loses its purity. Knowledge and education is the only way to protect your share. Comfort can quickly become common – how long can a new bottle be new after you have bought it 3 times?