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Success Case Study: Essentia Alkaline Water - Timely Rebranding and Strategic Investment can make Success Snowball

Success Case Study: Essentia Alkaline Water - Timely Rebranding and Strategic Investment can make Success Snowball

  • June 2015
  • 16 pages
  • ID: 3351345
In this report:
Given the wider market criticism of salt content, American attitudes to salt/sodium are more negative than the global average, with only ##% of US consumers viewing this ingredient positively, compared to a quarter globally.
Meanwhile, the functional drinks market is expected to see almost a ##% increase over the same period.

Summary

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Brief

Brands can significantly benefit from developing an detailed understanding of the reasons for the success and failure of additional product launches or marketing campaigns. This case study outlines how Essentia alkaline water has succeeded in the US thanks to its timely rebranding and tactical use of investment resources.

Abstract

- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the world to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Comprehend the efficient consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Great reasons to purchase

Key Findings

As a functional forerunner, Essentia has stayed true to its core concept, which has given the brand additional authority and credibility among its target audience.

It claims to be the first bottled water on the US market, having been launched in 1998. In 2014, the brand amassed 10 years of consecutive growth, eight years of which were in double digits.

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