4. • Eaux Vives Water Inc./Eska water has been in business since
2016.
• Privately owned Canadian company
• Employs 130 in Ontario and Quebec
• Owns 25% of the Québécois market share
• The name Eska itself references to eskers
• the underground rivers left behind by glaciers
HISTORY
5. COMPETITIVE
ANALYSIS
• MAIN COMPETITOR
• Nestle
• Owns 30% of the Canadian Retail Sales Share
• Actively engaged in growth strategy via mergers and acquisition
• Acquired the Middlebrook water source in Wellington Ontario in
2015
• OTHER COMPETITORS
• Aquafina
• Dasani
6. BRAND
PERSONALITY
• Eska’s current brand personality positioning
• Eska’s current brand personality touches an aspect of
sophistication through their content
• Eska has tried to position its brand as fun but was interpreted as
“elitist” instead
• Eska’s new authentic positioning approach
• Invoking a style that outlines the fun, pure and clean vibe Eska
has to offer
7. BRAND
OBJECTIVE
To be the leading healthy, pure and sustainable bottled water
brand among young, trendy Canadians of all different lifestyles.
9. POSITIONING
STATEMENT
• For young trendy active Canadians, Eska Water is the must
have bottled water among all other portable water brands
because it is purely Canadian and provides them with pure
fresh tasting water with few added minerals, guaranteeing
wholesome refreshment.
11. DEMOGRAPHIC
• Male & Female
• Canadian
• Aged 18-16
• Prefer a pure and fresh bottled water brand
HOBBIES:
Engage on social media often
Generally live active lifestyles
Young , Trendy , Active
12. BIG CONCEPT
• Our marketing efforts will focus on reviving the interest in
bottled water and generating brand awareness.
• We will generate awareness primarily through social media
and online advertisements.
• We want to make eska a fun personable brand
• We want the target audience to engage with the brand.
13. CAMPAIGN
IDEA
• #MYeska
• To showcase how consumers incorporate eska in their day
to day lives.
• Encouraging loyal and/or potential consumers to spread
awareness by word of mouth
14. KEY INSIGHTS
• Fitness enthusiast consumers are fun and energetic individuals
• Interaction is achieved with ads that appear exciting and eye catching
• Develop a trust with the brand
• Water advertised in a fun spontaneous way
• Solution: Create fun and exciting ads that will trigger this idea
• Consumers want to see an everyday life product being used
authentically
• Enhancing Eska’s as a personalized brand
• Reaching consumers within their everyday uses (social media)
• Solution: Demonstrating the product being used in its
authentic norm
15. KEY INSIGHTS
• Health is increasingly becoming a bigger trend
• within the social media landscape
• with youths and young adults
• Solution: Demonstrate how Eska’s products can be used for fitness and
health purposes.
16. ACTIONS
TO BE TAKEN
• With this campaign we want consumers to:
• engage with the brand.
• gain awareness.
• utilize the hashtag
17. REWARDS &
BENEFITS
• Benefits for Eska
• Consumer interaction / building trust
• Future results/ Tracking of results
• Geo- targeting
• Benefits for the consumer
• New discovery of products eska has to offer
• Product awareness
• Entertainment
• Personalization
• Interaction with the brand
18. CREATIVE
CHANNELS
• While each channel can be used to achieve multiple goals,
each channel will have a specific goal to attain.
• Engagement Channels:
• Facebook
• Instagram
• Snapchat
• Awareness Channels:
• IAB Ads
