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Research has shown that minorities
consume bottled water more often than
white Americans, and spend a greater
proportion of their income (about 1%,
compared to the 0.4% white Americans
dole out) on this superfluous commodity
every year. A recent study in the
Archives of Pediatric Adolescent
Medicine confirmed this trend – finding
that Latino and black parents were three
times more likely to sate their children’s
thirst with bottled water, compared with
white parents. What sets this study apart from previous ones, is that it
pinpoints the reasons why minority parents perceive bottled water to be
superior, and thus a necessary expense. They genuinely believe it to be
cleaner, safer, healthier, and more convenient than the stuff that pours out of
the spigot (virtually) gratis. Health experts and tap water advocates heartily
disagree and will produce reams of data revealing tap water to be pure,
healthful, and entirely sanitary. In fact, authors of the recent study note that
the reliance on bottled water may contribute to dental issues in minority
children who don’t benefit from the fluoride purposefully added to tap water to
maintain the nation’s oral health. What’s more, a National Resources Defense
Council investigation discovered the 17% of bottled waters contained unsafe
levels of bacterial loads, and 22% were contaminated with chemicals, including
arsenic.
Still, with 10 billion gallons of bottled water imbibed annually in the US,
bottled water brands have been actively courting the minority market. Here
are four strategies they’ve used to convince black and Latino
consumers to swig from their bottles.
Latino­specific Bottled Water Brands
What better way to attract the attention of a minority group than by putting out
a product that is aimed directly, if not almost exclusively, at them. Paul
Kurkulis, founder and president of Las Oleadas, an Aspen-based company, has
been hawking a brand of mineral -enhanced bottled water called Oleada in
Colorado, Nevada, Arizona and California, with his focus being the Hispanic
market. Loosely translated Las Oleadas means “the momentum that drives a
wave.” The text on the labels were originally only in Spanish, but they now also
feature English, since Kurkulis found he had inadvertently garnered some
non-Spanish speaking customers. In 2006, Ravinia Partners, launched
FOOD & DRINK | 8/11/2011 @ 1:09AM | 71,389 views
Why Minorities Reach for Bottled
Water Over Tap & How
Marketers Persuade Them
Nadia Arumugam, Contributor
I cover food and drink from industry news to current trends

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AguaBlue. After years of research, they put out the bottled water that sought to
pull at the emotional heartstrings of the Latino consumer. The striking, full
color label features the flags of Latin American countries, and bilingual
production information. Perusing the water aisle, the Guatamalan, Columbian
or Puerto Rican shopper spots his or her flag, and swells with pride and warm
feelings. Naturally, this makes him or him opt for a bottle of AguaBlue over
another generic brand.
Targeting Minority Moms
Over the last two years ago, Coca Cola and Nestle
have both rolled out campaigns aimed at minority
moms. According to Miriam Muley, author of The
85% Niche: The Power of Women of All Colors—
Latina, Black and Asian, 46% of all mothers in the US
are Latina, Black or Asian. In April, 2009, Dasani
enlisted R&B star Chilli from the Grammy award
winning group TLC to deliver its message of health
and hydration to African American mothers in a
special Mother’s Day program. Via radio, print and in-
store advertising, black women were sold on how
drinking Dasani was just one step to a happier, more beautiful, more fulfilled,
and more balanced them. By visiting the Dasani website, moms could see the
latest fashion trends, elicit health and beauty tips and enter contests to win
spa-cations. “Among African American consumers, African American moms
are the gatekeeper to the household,” said Yolanda White, assistant vice
president, African American Marketing, Coca-Cola North America, in an Ad
Age interview. “We over-index in single-family households, and so reaching
Mom is critical.”
Summer and fall of 2010 saw Nestle’s Pure Life water campaign, “Better
Habits for a Better Life”, played out with a vengeance. This time it was Latina
moms who were being canvassed, and this time, the campaign wasn’t so much
about their health and well-being, but rather those of their families. At the
heart of the campaign was a challenge titled “La Promesa Nestle Pure Life,”
and it basically called upon mothers to pledge to replace one sugary drink in
their family’s day with water, or rather, a bottle of Pure Life. Once her pledge
was registered, mom was in the running to win over $20,000 worth of prizes,
and a trip for four to Miami.
Celebrity Endorsements
Brands have long since recognized the value of
celebrity endorsements to increase sales.
But, it wasn’t until the mid-90′s that
advertisers really started to take the African
American market seriously and realized the
profits to be cultivated if they started to use
black stars. Remember what Tina Turner did
for Hanes hosiery? Well, the bottled water
industry certainly does. Coca Cola’s enlisting of TLC’s Chili, a 38 year-old-old
actress, singer, and single mother to promote Dasani’s Mother’s Day
campaign, was perfectly executed. The star embraces independence, strong
family principles and a commitment to health, and, well, looking good –
values integral to today’s black mother. “Chilli embodies the struggles and the
balance we see in our target audience,” said Yolanda White of Coca Cola, as
reported in Adweek.com. “She gives reassurance to moms that you can still be
a great mom, take care of yourself and look beautiful.”
Nestle had their own superstar mom in Hispanic TV host Cristina Saralegui
who served as the brand’s spokeswoman, as well as appeared in TV
commercials. In one such ad, a mother is seen in a supermarket deciding
between a sugary drink or water as she runs into Saralegui, who conveys to her

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the importance of water. Between 2008 and 2010
when Hispanic commericals featuring Salalegui were
aired on TV, the awareness of Pure Life water, and
purchase intent levels quadrupled among Hispanics.
All this isn’t to suggest that the boys are neglected.
Black comedian and actor Daman Wayans, once
endorsed PepsiCo’s Aquafina in the early noughties,
now the brand is endorsed by Domenican football
player Luis Castillo of the San Diego Chargers.
Playing the “Purity” Game
In 2008, the Environmental Working Group (EWG) investigated the quality of
bottled water. It tested 10 major brands, and found an array of chemical
contaminants in all of them at levels no different than routinely found in tap
water. Despite this, the cornerstone of ad campaigns of many bottled water
brands is the apparent unmatched purity of their products, which intentionally
plays up to the concerns of consumers worried that tap water is contaminated
or polluted.
Unknown to many, municipal tap water is the source for 47.8%of bottled
water, according to the Beverage Marketing Corporation’s annual report for
2009. Aquafina draws on the same water that you do in your kitchen, whereas
Nestle gets most of its water for its regional North American brands from
spring sources. Despite this distinction, Aquafina nonsensically features a
mountain landscape on the label. Moreover, its slogans harp on about purity
left, right and center: “Nothing but pure refreshment,” ”So pure, we promise
nothing,” and “Aquafina bottled water. Purity Guaranteed”. Nestle’s Poland
Spring is big on purity too, but the real focus is on the “naturalness” of its
water source. The brand’s advertising is potent with images of verdant, lush
forested landscapes, rolling hills and clear blue skies.
In this ad here, the tagline reads “Born Better,” and
the accompanying text says: “Every drop of Poland
Spring’s 100% Natural Spring Water comes from
carefully selected natural springs. When you start
with something better, you get something better.”
Better than tap water, Nestle insinuates. Really?
Ever wonder where the water from your faucet
comes from? Lakes, rivers and groundwater that
accumulates in underground wells from rain,
melted snow and sleet. Sounds pretty “natural” to
me.

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water-over-tap-how-marketers-drive-habit/