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What public water supplies should learn from bottled water brands
 

What public water supplies should learn from bottled water brands

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The bottled-water industry is exceptional at branding. What one brand positions as an advantage, another characterizes as a shortcoming. The public water sector needs to lear

The bottled-water industry is exceptional at branding. What one brand positions as an advantage, another characterizes as a shortcoming. The public water sector needs to lear

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    What public water supplies should learn from bottled water brands What public water supplies should learn from bottled water brands Presentation Transcript

    • Nebraska Section AWWA Water-Tasting Competition 2013 Fall Conference Kearney, Nebraska
    • Presented by the Public Information Committee Mary Poe (DHHS), chair Jami Cerone (HDR) Eric Obert (JEO) Brian Gongol (DJ Gongol)
    • Taste Testers
    • Scoring Flavor Scent Appearance Aftertaste (all on a 1 to 10 scale)
    • And while they're tasting...
    • Are you delivering premium water without even knowing it?
    • What makes for a premium water? People pay for perceived quality
    • So premium quality is...? Special treatment, purification, or minerals
    • The funny thing is... There's not much difference between high-priced bottled waters and many municipal waters
    • Let's glance at what's inside
    • Exhibit #1: Aquafina
    • Look! It's been purified!
    • From an exotic source? Nope.
    • Exhibit #2: Crystal Geyser
    • "Bottled at the source"
    • "Bottled at the source" Couldn't the same be said if you have storage tanks near your wells?
    • Clever marketing: "There is a difference"
    • Powerful suggestive words: "Mountain" "Spring" "Geyser" "Alpine" "Crystal"
    • Exhibit #3: Dasani
    • Purified, with minerals added... "for taste"
    • Does a "green" bottle make a product environmentally friendly?
    • Salt added
    • Dasani water quality info could not be located for this presentation
    • Exhibit #4: Evian
    • From the French Alps
    • Mineral content as desirable selling point
    • How many groundwater systems tout filtration through "mineral-rich sands and soils"?
    • Is it better because it's traveled thousands of miles?
    • Exhibit #5: Fiji
    • Better because it's artesian?
    • How many times is your public water "touched by man"?
    • How deep must a well be to qualify as coming from "deep within the earth"?
    • From Fiji to Kearney: 6,591 miles
    • Exhibit #6: Glacier Clear
    • Purified, but not really from a glacier
    • It's from Minneapolis
    • Exhibit #7: Ice Mountain
    • Is your public water "Pure", "Quality", "Natural"?
    • From Michigan
    • Do consumers use less plastic when they drink from the tap?
    • Are your well sites "carefully selected"?
    • Exhibit #8: Nestle Pure Life
    • "Enhanced with minerals"
    • From an Indiana public water supply
    • Exhibit #9: Perrier
    • Mineral content commands a premium price
    • "Mineral water" but "Low mineral content"
    • Is well-traveled water somehow better water?
    • One bottle: 8% of your daily calcium
    • Exhibit #10: Resource
    • Electrolytes "for taste"
    • "Natural spring water with naturally-occurring electrolytes"
    • Exhibit #11: Smart Water
    • Vapor-distilled, with electrolytes added
    • Positioning distilled water against spring water: Clouds vs. the ground
    • Bottled at multiple sites
    • So...how about those electrolytes?
    • The following data comes from the websites (or labels) of the respective brands
    • Bicarbonates
    • Calcium
    • Chlorides
    • Magnesium
    • Nitrates
    • pH
    • Potassium
    • Sodium
    • Sulfates
    • Total Dissolved Solids (TDS)
    • Important note None of this is intended to denigrate the products shown
    • Bottled water brands have a lot to teach us in the public water sector
    • Take credit for your source quality
    • Take credit for your treatment process
    • Take credit for your "electrolytes"
    • Help people understand that they get bottled-water "quality" almost for free
    • Source data http://www.aquafina.com/downloads/bottledWaterInformation_en.pdf http://www.crystalgeyserasw.com/docs/Bottled%20Water%20Report%202013%20-%20benton%20TN.pdf http://www.dasani.com/dasani/wp-content/uploads/sites/2/dasani_report.pdf http://www.evian.com/files/Evian%20AWQR%202012%20ENG%20All%20Other%20States.pdf http://www.fijiwater.com/media/newsroom/FW_waterquality.pdf http://www.drinksmartwater.com/img/smartwater_water_quality.pdf http://premiumwaters.com/assets/files/quality/2013_Chippewa_RO_English.pdf http://www.nestle-watersna.com/asset-library/Documents/IM_BWQR.pdf http://www.nestle-watersna.com/asset-library/Documents/PL_ENG.pdf http://www.perrier.com/en/discoverperrier.html http://www.nestle-watersna.com/asset-library/Documents/R_ENG.pdf
    • Thanks for your attention! ● And thanks to our water-tasting contest participants and judges ● For details from this presentation, contact Brian Gongol: brian@gongol.net