5. 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?
6. 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
7. 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
8. 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
9. 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:
12. "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."
13. "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."
14. "Do I look like I want to strap a candy-colored IV bag
onto my Birkin?"
15. "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."
21. 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
22. 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.
23.
24. 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.
25. 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.
26. 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
