The story: Ethos Water was founded by Peter Thum and Jonathan Greenblatt with the simple idea of creating bottled water to help children around the world get clean water. Thanks to Ethos corporate charity, five cents from every bottle sold is donated to humanitarian water programs.
The challenge: The initial success of Ethos led Starbucks to purchase the brand in 2005, and soon the bottled water could be found in more than 5,000 Starbucks stores in the U.S. and Canada. Just this summer, Starbucks took advantage of an existing joint venture partnership with PepsiCo and began the distribution of Ethos Water in channels other than Starbucks stores in the U.S. and Canada. Since then, expanded distribution has made the bottled water a staple in major grocery, convenience and drug stores
The goal: Packaged in a stock 700mL bottle, the brand used a minimalist approach to communicate its identity through packaging. But with a heightened market profile, expanded distribution and burgeoning success, the time was right for a major package redesign, both in structure and graphics.
The solution: A stylish new bottle with a pinched waist differentiates the brand on shelf and offers improved ergonomics over the former shape. The PET bottle is now available in three sizes-500mL, 700mL and 1L-reflective of its newfound availability in a variety of retail channels. The size of the screen/flexo combination printed, pressure-sensitive label has been reduced dramatically, and it has been positioned toward the top of the bottle revealing more of the crystal clear product. Label highlights include the Ethos Water brand mark on the front and a frosted map of the world on the back label that can be viewed from either side of the bottle. From a logistical standpoint, introducing new sizes and a new form made for some challenges. Label supplier Spear worked to create the optimum label size and shape through multiple application trials in conjunction with filling equipment manufacturer Krones. Spear also assisted in the retrofitting of existing application equipment to make it field ready.
The results: Ethos Water hopes to make $10 million in grant commitments toward humanitarian water programs by 2010. To date, the brand has committed grants exceeding $6.2 million that will help an estimated 420,000 people around the world gain access to clean water, sanitation and hygiene education. BP
Jennifer Acevedo, is the editor-in-chief of BRANDPACKAGING magazine. Contact Jennifer at acevedoj@bnpmedia.com.
