This document provides marketing ideas for a cannabis-inspired canned beverage called Bongwater. It discusses trends in the bottled water market and canned beverages. Product design concepts including colorful cans and flavor options are presented. The target market is described as health-conscious consumers. Marketing strategies suggested include limited drops, influencer marketing, pop-up shops, and artsy campaigns like neon vending machines and glass bongs. Establishing scarcity and celebrity endorsements are recommended to build hype and status for the brand.

1. Bongwater:
a Comprehensive
Guide

2. people love water.
(they need it to live)

3. More recently,
they like to drink it
out of cans.

4. Premium canned
beverages are
exploding onto the
market and making
a killing in coastal
places like LA.

5. CANNED
WATER
MARKET
According to a report by Grand View
Research, the global bottled water
market was valued at around $217.6
billion in 2020. It is expected to
continue growing at a compound
annual growth rate (CAGR) of about
7.8% from 2021 to 2028.

6. The off-trade segment held the
largest revenue share of more than
85.0% in 2021. The segment includes
all retail outlets such as
hypermarkets, supermarkets,
convenience stores, mini markets,
and traditional stores.
Consumers are increasingly
prioritizing their health and
wellness, which is boosting the
demand for purified and ultra-
purified bottled options.
Off Trade
85%
On Trade
15%

7. Cans Can Do It Better
"In May 2020, TEN Alkaline Spring
[companies] added a 12-ounce aluminum
can with premium alkaline water with a
high pH to [their] expanding product line.
It represents a new, lower price point for
the aluminum-packaged option, which is
being retailed at approximately 50%
less in terms of cost-per-ounce."
https://www.grandviewresearch.com/industry-analysis/bottled-water-market

8. THE SEARCH FOR FUNDING
In early 2020, Liquid Death raised $9
million in a funding round led by
Velvet Sea Ventures. This funding
was intended to support the brand's
expansion and marketing efforts.
However, the valuation of the
company at that time was not publicly
disclosed.
Now, it's nearly 1 billion.
https://www.forbes.com/sites/chloesorvino/2023/04/14/even-with-a-700-million-valuation-liquid-death-may-need-a-lot-of-luck-to-become-liquid-gold/?sh=69f8f70c6ea3
(BY COMPARABLE PRODUCTS)

9. MY "MODERN"
CAN DESIGN IDEA
My main idea is a friendly pink color
in a tall boy can to counter-act Liquid
Death's intimidating and cold color.

10. The can's design could be super
minimalist or maximalist - with the
hand drawn design conjuring more
images of the marijuana imagery that
the brand name connotes;
Versus the more corporate, simplistic
monochromatic pink color being
unobtrusive and immediately
recognizable.
A FRIENDLY FACE

11. OTHER DESIGNS

12. OTHER DESIGNS
This is another twist on a more
"psychedelic" approach to the can
design.
Reminiscent of 1970's poster designs
and Jimi Hendrix's overall advertising
aesthetic.

13. FLAVOR SPECIFIC COLORS
There could also be cohesive text
branding and logo imagery but have
different colored cans, so there is a
rainbow of different flavors.
This could be repurposed into a
variety pack a la White Claw.

14. FLAVOR
IDEAS
2
5
3
6
1
4
CUCUMBER
(NO ONE IS DOING THIS AND IT'S
HEALTHY)
CLASSIC LIME
GRAPEFRUIT
GINGER
LEMON
SPARKLING

15. TARGET
MARKET
See what people are willing to pay and
target those of a higher economic strata
who are health centric and see how to
best infiltrate their level of grocery and
convenience stores (a la Erewhon).
People who drink Bongwater™ are laid
back, health centric people who care
about their body and the quality of
ingredients and food they consume.
Bongwater™ is a signal that the
purchaser is 420 friendly, well off, and
health conscious.
Through local trading posts / farmer's
markets, limited social media drops,
creator collaborations, and marijuana
community stakeholders taking an
interest, there is a clear path forward to
find an audience.
CONDUCT MARKET RESEARCH
CREATE BUYER PERSONAS
ANALYZE CUSTOMER BASE
2
3
1

16. THERE ARE OTHER CANS
ON THE MARKET...
BUT THEY'RE NOT COOL.
BONGWATER, IS.

17. "THE MARKETING ARM"
CONSIDER FOR A MOMENT:

18. TRENDS IN
DIGITAL
MARKETING
There are a lot of ways to skin a cat
now for marketing a product.
But the way to keep the integrity of
coolness of Bongwater and further
define its customer base is with
calculated, intentional scarcity
marketing combined with
community building events.
Social
Media
E-mail
Marketing
Digital
Campaign
Content
Marketing
SEO
Mobile
Apps

19. TRENDS
When you look at recent beverage
successes like Prime, their success
stems from exclusivity and creative
marketing campaigns. I have many
ideas that are in this vein.
(acquired by Coca Cola for $10 billion)

20. 2
3
1
4
LIMITED DROPS
LOCAL POPUPS
INFLUENCER MARKETING
"ARTSY" MARKETING
CAMPAIGNS

21. 1 LIMITED DROPS
In order to build interest, giving product
to notable celebrities / internet
personalities and doing small drops
around larger cities like Chicago, Los
Angeles, and New York would help build
hype around the product.

22. 1 LIMITED DROPS
Putting a countdown link on the site in
the first couple months of the marketing
push and an email input box will help
passively accumulate an audience who
we can blast whenever we decide to
drop limited amounts of the product.

23. Finding notable celebrities and lifestyle
internet personalities that would fit
well.
Crossover into the weed community
would make sense, i.e. Tommy Chong.
https://getchongcbd.com
We could do collaborations to
strengthen and elevate brand identity.
2 INFLUENCER MARKETING

24. Here are some ideas I had:
Hiding limited amounts of the product
around a city and the winner getting
some sort of gift card / free product.
3 "ARTSY" MARKETING
CAMPAIGNS

25. 3 "ARTSY" MARKETING
CAMPAIGNS
Pink neon vending
machines in select cities
around the United States
with a limited stock and
a commemorative item
i.e. a pin, stickers, shirt,
etc.

26. 3 "ARTSY" MARKETING
CAMPAIGNS
Partnering with local glassblowers and
ceramics experts to create limited 100
bottle runs of bongwater in a bong shaped
glass.
Giveaway to notable celebrities for free to
build hype and collectability.

27. 3 "ARTSY" MARKETING
CAMPAIGNS
Bonus if there is a
utility element that
can be repurposed
into a marijuana
smoking device.

28. 3 "ARTSY" MARKETING
CAMPAIGNS
Utilize skateboarding-adjacent culture and
communities to enhance coolness.
Viral marketing moments a la, working with a
glassblower to turn a bong into a playable
recorder.
Very "Do it Yourself" - making 1 of 1 items to
giveaway and establish artistic credibility.

29. 4 LOCAL POPUPS
Go to local mercantiles and trading posts
in larger cities, a la the famous Los
Angeles "Melrose Trading Post" and set
up a two pronged guerilla marketing
and national marketing campaign to
build notoriety.

30. CLOSING IDEAS
FOR MARKETING
Purposeful and scarcity
inducing marketing
campaigns to build a
social media and email
following.

31. CLOSING IDEAS
Celebrity forward
advertising and health
focused institutions
adopting and selling
bongwater.

32. CLOSING IDEAS
FOR DIFFERENTIATION
Bring it to high income
communities and
individuals to help
elevate the status of the
brand.

33. CLOSING IDEAS
Establish the
environmental benefits
of Bongwater to help
consumers feel as
though they're
positively contributing
to the environment.

34. NOW WHAT?
Let’s discuss how we can work
together to help Bongwater explode
on the coasts.
I would welcome the opportunity to
come learn more about the
production process in person.

35. THANK
YOU
Looking forward to
your thoughts