Branding New Product Sensations in Exciting Ways

Back when I was growing up, the only water I ever drank came from the kitchen sink. Every once in a while, I’d go to a friend’s house or a restaurant and see a bottle of water with the name Evian or Perrier across the front, but I didn’t know what it was, partially because my parents didn’t pay for water and partially because I didn’t speak French. 

But then, in the late 80s, a new water brand, Poland Spring, appeared on the scene, and by the early 90s, the market became saturated (pun intended) with brands like DASANI, Aquafina and FIJI Water. These waters were differentiated by their brand stories, which were featured on their packaging, rather than the way they tasted.