Quenching more than just thirst, bottled water marketing has evolved into a fascinating realm of strategies and tactics designed to captivate consumers. But what if an extra splash of excitement is added to the mix? Enter on-pack gifts, the secret ingredient that can take a water bottle from a mere refreshment to a memorable experience.
In the following blog, we’ll delve deep into the world of on-pack gifts in bottled water marketing, specifically Evian and Snoopy‘s on-pack idea. We’ll also explore the various strategies brands employ to entice consumers and address this marketing approach’s challenges and ethical considerations. Moreover, we’ll glimpse into the future and envision the innovative ways on-pack gifts may continue to enhance the bottled water experience.
Evian and Snoopy On-Pack Promotion: A Limited-Edition Delight Exclusive
For fans of both Evian Water and the beloved Snoopy character, there’s a special treat in the store. In a delightful collaboration, Evian has partnered with Snoopy to offer an exclusive on-pack promotion that will make hydration an even more exciting experience. Available only at participating 7-Eleven stores, this promotion invites customers to collect stamps to receive a coveted Free Snoopy Bag.
The mechanics of the promotion are simple yet engaging. To earn a stamp towards the Snoopy Bag, customers must purchase two bottles of Evian water. Each pair of Evian bottles is equivalent to one stamp. With each purchase, customers inch closer to the magical number of seven stamps required to unlock the highly anticipated free tote bag.
This limited-time promotion is set to run from July 31, 2023, providing customers ample time to quench their thirst and collect stamps along the way. It’s an opportunity to enjoy the refreshing taste of Evian water while indulging in the nostalgia and charm of Snoopy, the iconic character adored by generations.
The Free Snoopy Bag itself is a true collector’s item. Designed exclusively for this promotion, the tote bag features the endearing Snoopy character in all its glory. The limited-edition nature of the bag adds an air of exclusivity, making it a coveted item for fans and collectors alike.
Carrying this special tote is a practical choice and a statement of style and appreciation for both Evian and Snoopy.
On-Pack Gift Strategies in Bottled Water Marketing
On-pack gifts have emerged as a powerful strategy within the realm of bottled water marketing. Brands have recognized the potential of these small surprises to captivate consumers and elevate the overall product experience.
Let’s explore some of the key on-pack gift strategies that have been successfully employed in bottled water marketing campaigns.
1. Co-branding Partnerships
One effective strategy is to form co-branding partnerships with popular brands or characters. By leveraging the existing fan base and recognition of these collaborations, bottled water companies can tap into a broader consumer market.
The Evian and Snoopy collaboration mentioned earlier is a prime example of how two beloved brands can join forces to create a compelling on-pack gift promotion. The association with a well-known character or brand not only adds value to bottled water but also creates an emotional connection with consumers.
2. Promotional Tie-Ins
Aligning the on-pack gift with events, movies, or sporting occasions is another strategy to generate excitement and engagement. By capitalizing on popular cultural moments, bottled water companies can ride the wave of existing enthusiasm and anticipation.
For instance, during major sporting events like the Olympics or World Cup, brands may offer limited-edition bottles with collectable sports-themed gifts. This approach not only enhances the perceived value of the product but also makes it a part of the larger cultural conversation.
3. Collectibles and Limited Editions
Creating a sense of exclusivity and rarity can be a powerful driver for consumer engagement. Bottled water brands often introduce collectable on-pack gifts or limited-edition packaging designs that are available for a limited time or in limited quantities.
This strategy fuels a sense of urgency and encourages consumers to seek out and collect the entire set, fostering brand loyalty and repeated purchases. These collectable items can range from unique bottle caps to trading cards, further enhancing the overall consumer experience.
4. Digital Rewards and Experiences
In today’s digitally connected world, incorporating on-pack gifts that provide access to digital rewards or experiences can be highly appealing. QR codes or unique codes printed on the packaging can be redeemed for exclusive content, virtual experiences, or even access to contests and giveaways.
This strategy bridges the physical and digital realms, giving consumers a multi-dimensional experience and providing them with added value beyond the product itself.
Addressing Challenges and Ethical Considerations
While on-pack gifts can be an effective marketing tool in bottled water campaigns, there are challenges and ethical considerations that brands must navigate to ensure a responsible and sustainable approach.
Let’s explore some of the key challenges and ethical considerations that arise in the context of on-pack gift promotions.
A. Environmental Impact
One of the primary concerns associated with on-pack gifts is their potential impact on the environment. Often, these gifts come with additional packaging or materials, which can contribute to waste generation.
To address this challenge, brands should prioritize sustainability by opting for eco-friendly packaging materials, reducing unnecessary packaging, or considering alternative gift options that have a minimal environmental footprint.
By taking proactive measures to minimize waste, brands can demonstrate their commitment to environmental stewardship and align with consumer expectations.
B. Ensuring Transparency
Transparent communication is crucial when it comes to on-pack gift promotions. Brands must provide clear and accurate information about the promotion, including any requirements, limitations, or additional costs associated with obtaining the gift.
Transparency helps build trust with consumers and ensures that they have a complete understanding of the terms and conditions.
Additionally, brands should be transparent about the value and quality of the on-pack gifts to avoid any misleading or deceptive marketing practices.
C. Consumer Perception
While on-pack gifts can be exciting and enjoyable, there is a risk of consumers perceiving them as gimmicks or distractions from the actual product.
Brands should be mindful of maintaining the focus on the quality and benefits of the bottled water itself, ensuring that the gift enhances the overall consumer experience without overshadowing the primary product offering.
Striking a balance between the on-pack gift and the core product is crucial to avoid undermining consumer trust and loyalty.
D. Ethical Gift Choices
Brands should carefully consider the ethical implications of the gifts they offer in their promotions. This involves conducting due diligence on the sourcing, production, and labor practices associated with the gifts.
Brands should prioritize working with suppliers and partners who uphold ethical standards and adhere to fair labor practices. By selecting gifts that align with ethical considerations, brands can project a socially responsible image and resonate with conscientious consumers.
More from Evian Bottled Water:
If you are sponsoring events, giving away your product in unique packaging like this Evian bottle will certainly increase your brand awareness. The bottle shape resembles a mountain in Evian’s logo.
With a simple twist on its display stand design, Evian has created a unique concept from its trademarked shape. No wonder customers can’t stop talking about it!
Beautiful, sleek and eye-catching – we love this Retail POS Display by Evian. Spotted at an airport, Evian has made the most of its opportunity here.
Discover how other bottled water brands market their products:
This bottle display rack idea was used by a retail chain in France to showcase products from different bottled water brands. These brands include S. Pellegrino, Perrier, Vittel, Contrex, Courmayeur, and Hepar.
Pocari Sweat is conducting a water bottle giveaway as a promotional method to attract consumers to patronize the brand! These custom water bottles are practical items for daily use.
Watsons Water is coming through fierce with its promotion! With a distinctive design, the branded tumbler will totally attract more customers to patronize the brand.
Final Thoughts
In conclusion, on-pack gifts have become an integral part of bottled water marketing, adding an extra layer of excitement and value for consumers. The Evian and Snoopy promotion is just one example of the immersive experiences that brands can create through on-pack gifts.
As the industry continues to evolve, it’s important for brands to stay attuned to consumer preferences, embrace innovation, and prioritize responsible practices.
Harnessing Our Creativity
Aiming to enhance your bottled water marketing through on-pack gift promotion? If so, the ODM Group will get you covered. From premium packing to promotional displays, we are here to provide you with your needs.
Our team of experienced designers from Mindsparkz are here to help you bring your design to life. Contact our team today to get a detailed quote.
Bottle Water Marketing FAQs
What are on-pack gifts in bottled water marketing?
On-pack gifts are small surprises or incentives included within the packaging of bottled water products. These gifts can take various forms, such as co-branded items, limited-edition collectables, digital rewards, or experiences. They aim to enhance the consumer experience, add value to the product, and create a sense of excitement and engagement.
How do on-pack gifts benefit bottled water brands?
On-pack gifts offer several benefits to bottled water brands. They can differentiate a brand from competitors, capture consumer attention, and generate a positive emotional response. On-pack gifts can increase brand loyalty, encourage repeat purchases, and attract new consumers through the allure of the gift. Additionally, they provide opportunities for brand partnerships, collaborative marketing, and leveraging popular characters or brands to enhance brand perception and expand the consumer base.
Are on-pack gifts a sustainable practice in bottled water marketing?
The sustainability of on-pack gifts depends on several factors, such as the choice of gift, packaging materials, and environmental considerations. Brands can address sustainability concerns by opting for eco-friendly packaging materials, minimizing waste, and selecting gifts that align with sustainable practices. Some brands may also incorporate gifts that promote reusable bottles or support environmental initiatives. It's important for brands to make conscious choices and communicate their sustainability efforts to align with the growing consumer demand for eco-conscious practices.
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