Why Bottled Water?

Why do people buy bottled water? Convenience? Health? Americans buy more bottled water today than ever before, even though water sanitation systems effectively purify and clean public water supplies that we use at home. According to fastmagazine.com, in 1976 Americans individually drank 1.6 gallons of bottled water per year, but last year (2006) each America drank an average of 28.3 gallons of bottled water (http://www.fastcompany.com/magazine/117/features-message-in-a-bottle.html?page=0%2C1).

What about bottled water appeals to the average American? Why are we convinced that drinking bottled water is somehow better than drinking tap water? Below is a commercial for Aquafina water. Aquafina is the Official Bottled Water of Major League Baseball. The commercial stars Lou Piniella, who manages the Chicago Cubs.

What about this commercial convinces people that they should drink bottled water? Do they really believe bottled water will make them less irritable and crazy? Or does Aquafina's association with baseball appeal to something specific in Americans? Baseball is an all-American sport. It's America's past time. Aquafina's association with it makes the water seem family-focused. It makes Aquafina seem like part of the American experience, watching baseball, watching crazy coaches yell at the refs, watching Aquafina water soothe his nerves, and watching the game go on. Even though Aquafina isn't putting itself in the hands of a mother or a child in this commercial, it's linking itself to a greater American icon, irresistible even to people trying to cut down on monthly expenses or save the environment. This commercial makes Aquafina seem like a commodity. Watching televised sports is a favorite activity of Americans, and if this commercial came on in the middle of a Red Sox games, the viewers might believe that drinking Aquafina is an integral part of the baseball viewing experience.

While Aquafina maintains an all American image, waters like Fiji and Evian have a reputation of being exotic. Fiji water comes from the island of Fiji, but is, like all water, just water. It's not all that different from Dasani and Aquafina. It isn't fortified with vitamins, and it doesn't have flavoring or bubbles. Fiji also advertises much less than these other waters. Their bottles, however, function as advertisements more so than the others. Below is a Fiji water bottle.

It has beautiful colors, bold lettering, and the ultimate description, "Artesian water." Artesian wells or aquifers are wells drilled or naturally formed perpendicularly to a water source. The water is pressurized in the earth, and flows from the ground up and out into the open. Apparently, the Fiji company collects water from artesian wells, but the water is probably not that different from water collected from other types of wells or underground deposits. It hydrates just like tap water. Many Americans probably don't even know what artesian wells are. I didn't until a few days ago. However, the name sounds incredibly exotic. It sounds like Artistic or Parisian, words that hold great meaning and connotations. They have reputations in a way, in that when I hear the word "artistic" I think of interesting, beautiful things. When I hear "Parisian" I think of elegance. The word Artesian happens to relate to water, and it happens to sound exotic, and even if these things are coincidences, coupled with the stunning bottle, it makes Fiji seem like the ultimate water. It's like a little burst of tropical sunlight, of island-induced happiness. Drinking Fiji water in the middle of the New England winter might make someone feel like they have their own piece of paradise and luxury. They could easily reuse the Fiji bottle, fill it up with tap water, but the colors and fancy words would remain. Drinking Fiji water can also be a sign of status, as it tends to be more expensive than other waters, and its reputation and unique bottles continue to promote it. When someone at the gym puts a Fiji bottle down while lifting weights, others might notice its bright colors and fancy lettering, and when they see it at the supermarket later, they might investigate the exotic H2O.

I went on the website of Fiji and found it to be modern and minimalist. It plays ethereal music, and shows synthetic waves drifting around a bottle of water. Even more interesting, the bottle displayed says "Natural Artesian Water" rather than just "Artesian Water." Nowadays, the words "natural" and "organic" carry immense weight. Eating naturally or organically is all the rage, and so apparently Fiji water is now no longer artificial, but natural. Overall, Fiji seems to be appealing to those of us looking for something new and special in our lives. It's beautiful, it's exotic, it makes us forget we're just boring old Americans with normal lives in cold New England. As a final note, Fiji's website says the water is drawn from an artesian aquifer, at "the very edge of a primitive rainforest, hundreds of miles away from the nearest continent." This phrase makes almost no sense. Even though Fiji isn't its own continent, it is still a land mass, and it's still populated. Apparently continents mean pollution and human contact, so the fact the Fiji isn't on a continent supposedly makes it fresher. Also, rain forests can't really be primitive. It seems they're using primitive as a way to say untouched or unblemished, but primitive is more effective in selling water as it makes it seem more pure, just simple water. A primitive rainforest would be one completely unaffected by outside forces, including evolution, but in selling water, a primitive source would be the ultimate in freshness.

Fiji has a ridiculous way of marketing its product (they have a "why we're green page") and a horrible grasp on the english language, but I admire the way they sell their water. They don't have commercials on during baseball games or any sports for that matter. I don't think they even advertise on television, but they're certainly doing something right, and they're doing it in a low impact, low annoyance way. They've figured out the trick to preventing consumers' immunity to advertisements, as Fiji continues to be popular. I wonder what Klein would say about this brand and the way they advertise and sell themselves. How has their brand name and image developed over the years?

Poland Springs has taken a different approach to advertisement. All I could find online were fake Poland Spring commercials, created for various multimedia classes across the country, but looking at their website I could infer a few things about their advertising techniques. From what I can recall also from commercials, Poland Springs has marketed itself as being water for the outdoorsy and the adventurous. It isn't particularly fancy, but its pure, it's convenient, and its from good old Maine. Lately, Poland Springs seems to be marketing to families or people who consider themselves low maintainance but busy and active. The bottles aren't fancy shapes for the sake of being fancy, but are odd shapes for convenience. On their website, the products page brings you to a bunch of water bottle outlines. There are 13 total water bottles of different sizes and shapes. Each one "speaks" when the mouse rolls over it. A little speech bubble appears saying things such as "I live in your fridge" and "small bags love me." There's a new bottle that says "I'm stackable". It had a top that fits into the bottom of another bottle, for easy and efficient storage. About half of them focus on the environment and say things like, "Less plastic, better environment." Above all these bottles is a blurb that says "Poland Spring Brand Natural Spring Water offers naturally great tasting, bottled water to fit every occassion in your life." It gives the vibe of being family oriented and open. It wants to be there for everyone, people who want to save the environment and those who want to save space in their garages. Lately Poland Spring has done an amazing job of marketing their "Eco-shape" bottle. It has a smaller cap, smaller label and a curvy plastic-saving shape. Apparently it is made with 30% less plastic than other water bottles.

On the left is the old Poland Spring bottle, and on the right is the new bottle. I'm not sure whether or not the old ones are even sold anymore, but they've maintained the same logo and advertising power of the Poland Spring green landscape logo, while changing the shape enough for people to recognize its renovation. The above bottle doesn't point out the new smaller cap, but recent bottles have a small cap. What's funny is that the small cap is harder to grasp than the old cap, so the only reason I noticed it was smaller was because I frustratingly stared at the bottle after having attempted to open it a few times, and saw a little blurb on it saying the cap was smaller for environmental purposes. Then I realized I was attempting to drink bottled water when I could be drinking from a tap filled Sigg bottle, and I put it back unopened.

Below is a final tidbit on Poland Springs. This ad was for the new bottle. It maintains its natural environment focus, prevalent in most Poland Spring ads, while showcasing its new modern shape. Needless to say I don't think the new bottle would really do that much better if deposited in a landfill or dropped in that beautiful stream displayed on the bottle. However, Poland Springs seems like a caring brand, one looking out for its customers and its earth.

Army

The most recent Army commercial I could find online was from 2006, so it wasn't particularly new. I compared it to commercials I recalled from television and the website, and the messages seemed similar. Army puts power into the hands of the individual, even though the army transforms its soldiers into nondescript entities. The Army brand carries a stereotypical image of the Army soldier, broad shouldered men with crew cuts, but in the commercial, Americans of different ethnicities and both genders were represented. The Army ads portray enlisting as a life changing event, yet artfully avoid what kinds of changes the Army makes in a person's life. It doesn't mention war casualties or times sitting around in base camps. I know little about the Army, but I know enough to recognize the commercials' lapse in accuracy. They might not have lied per say, but I felt as if enlisting in the Army would not just lead me to being strong, powerful, and heavily muscled.

Even though I was wary of the commercial, I thought about joining the Army for a few days after watching. I never really considered actually enlisting, but I found myself imagining what my life would be like if I enlisted. What if I went to the military Academy at West Point? One of my closest friend's brother goes there and enjoys it. He's found friends on the wrestling team and has felt as though he has more drive and more goals in life than he would had he been partying at another school. The Army gives everyone an option for something different, and their commercials adeptly incorporate this idea.

The text in the commercial is as follows:

"There's strong, and then there's army strong."

"A strength like no other"

"It is a physical strength. It is an emotional strength. It is a strength of character, and strength of purpose. The strength to do good today. And the strength to do good tomorrow. The strength to obey. And the strength to command. The strength to build. And strength to tear down. The strength to get yourself over. And the strength to get over yourself. There is nothing on this green earth that is stronger than the US Army. Because there is nothing on this green earth that is stronger than a US Army soldier."

One thing that surprised me about the commercial was its use of cliches. In a way, there are many phrases (bordering on cliches) that the Army has coined, such as "Army strong," but the use of other phrases such as "green earth," and "The strength to get over yourself," seemed like far too much of an oversimplification. I suppose the Army is trying to reach out to teenage and 20 something year old males who might not be watching television to think deeply about advertisements, but in trying to make the Army seem complex and enthralling, they've made it seem cheap and a little silly. The U.S. Army soldiers are amazing people. They might not all be individually kind nor gracious, and their motives for joining the Army might not be pure, but they do amazing things. To talk about the earth as being green and lovely makes the Army seem like a cake walk, and the images of beautiful vistas with US Army soldiers saving children add to this image. They say a US Army soldier is the strongest thing on Earth, and although this is physically impossible, do they mention how these soldiers came to be this strong? I felt as if I would join the Army and wake up the next day with huge muscles, resolve to work hard, and the ability to do anything. In reality, the process would be immeasurably difficult.

It's entirely possible that the makers of this commercial realized that they would attract people with these green earth, running through the woods, emerging over stunning mountains having saved the lives of children, ads. The advertisers make changing one's course in life a phone call or signature away, and according to the ad the change will be amazing. I'm one of the most privileged people in the world, all Andover students are, and I was considering joining the Army, even with all the opportunity I have at home. Joining the Army is a noble thing, and many people with everything going for them, good grades, happy family life, join the Army. However, I am probably the last person they expected to target as a New Englang prep school girl who likes environmental studies. I suppose there are few other girls my age out there who would seem even less interested in the Army, but irregardless, the Army ad made me think. I suppose if I was a little bit more impetuous or had just been rejected from every college I applied to, I probably would have googled the local recruiting office and hitch-hiked there. It's very possible. My initial reactions to the ads were negative, I thought they were phony, but the the Army brand has a power in it of itself, discrete from the image conjured by commercials. The Army is filled with strong people, as signing one's life away to the organization is an indicator of some kind of strength, yet the commercial heralding their soldiers' strength just didn't seem to do it justice. I think Army brand has a power because it really does change lives. Even those of us who are sheltered and secluded on Andover's peaceful little campus, are aware of the change joining the Army would bring. Verizon, McDonald's, Sears, and Apple might bring about changes in a person's life, but they wouldn't so readily change the course of a life.

This commercial also seemed to render the Army an individual journey. They showed images of groups and teamwork, but forgot to mention living in barracks with dozens of other people. Most people assume that the Army will build strong bonds that will last forever, but I wonder why this commercial didn't emphasize that. So many teenagers are lonely and searching for answers to their loneliness. There are boys who feel like outcasts because they don't play football. There are girls who feel like outcasts because they don't wear makeup and skinny jeans. The chance to join a group, bound by a common resolve and goal, not a sport or an article of clothing, would act as a major recruiter (in my opinion). The ads didn't focus on the group, but on the individual, an ad strategy or concept that puzzled me. I suppose teenagers are also very selfish, and might believe that the Army is perfect for them because it will give them exactly what they're looking for, rather than give hundreds of other kids the same standard immutable things.

Above is the U.S. Army logo. Even though it's simple I think it's one of the most interesting logos out there. It doesn't use abstract lettering or designs to portray a message, but puts an image out there, and a name in bold letters. The funny thing is, I have no idea what the logo means. The colors? No clue. They aren't red, white and blue. These are also the colors of Army college sports. As a an interesting side note, the Army sports webpage (www.goarmysports.com) has a striking amount of advertisement. The first inch on the left hand of the page are advertisements that are constantly changing. A few are for Provident Bank, the "Official Bank of Army Athletics." I've never heard of that bank, but ads for resorts and AT&T can also be found on the site. It's interesting that Army has sold advertising rights. Apparently U.S. government funding is lacking. I was reading an article on a cross country runner, by chance I clicked on the page, and everytime I started a new line my eye settled on the ads. They were some of the most effective internet ads I've ever seen, as they weren't easily deleted pop ups.

Anyways, the U.S. Army logo fascinates me. What does the star symbolize? Why even have the star? Is it there because it sticks in a person's head? What about the yellow, white, and black color choice? Why is the inside of the star white? I'd like to do some more research into the logo in the future and find out when it was created and why this specific logo was chosen.

Ke$ha

Ke$ha, born Kesha Rose Sebert, represents an amazing achievement in advertising and branding. As a pop singer she has been constantly competing with the dozens of other female 20-something pops singers, yet she has emerged on top, matted hair and all. Ke$ha has not been marketed as the usual bubble-gum popping, hair twirling, pink-sequin wearing pop songstress, nor has she been portrayed as the deep, intellectual, troubled quasi-Indie singers that have become popular in the past decade or so. Ke$ha has been portrayed as some sort of crazy, wild animal, and correspondingly her premier album is titled Animal. While some pop stars such as Katy Perry and Lady Gaga thrive off of wearing bright colors, Ke$ha thrives off of wearing dirt and old converses. Promotional photos of her are sexualized, as are those of any pop artist, but her dual life as half laid back, relaxed L.A. chick and crazy untamable animal has captured the attention of many listeners.

Above is a picture for her first single, Tik Tok. It seems what people admire in Ke$ha is her lack of inhibition. Often pop singers have melt downs and end up with pictures like this taken by tabloids or mug shots, but Ke$ha has presented herself like this from the get go. She seems "real," although not down to earth. No one in the age group 15-25 wants to follow an artist who seems down to earth and normal. They want drama, craziness, swearing and references to illegal substances. They want to see stars bathing in illegal substances, and getting arrested for bathing in illegal substances. The person also can't be embarrassed by the arrests or the illegal substances. Ke$ha presents herself as someone unashamed of being her, potentially soap-phobic, self.

A second aspect of Ke$ha's brand's success is her appeal to both women and men. Her brand is not limited by gender. Her ability to be herself appeals to girls who want to be cool and comfortable with themselves. At the same time, photos such as the one below display her as a bro's girl, one who likes drinking beer and hanging out. Her pose is also compromising, putting her in a sexual light.

Ke$ha's music runs parallel to her image. She talks of little more than alcohol and sex, yet does it in an apparently appealing mix of melodies and sounds. One of the lines that sticks in my head from her song Tik Tok is:

Aint got no care in the world, but got plenty of beer

Aint got no money in my pocket, but I'm already here

Now, the dudes are lining up cause they hear we got swagger

But we kick em to the curb unless they look like Mick Jagger.

The rhymes make little sense, but the words "beer," "swagger,"and "Mick Jagger" stick in your mind, creating an image of Ke$ha having an overall great time, surviving off of partying and alcohol. Ke$ha embodies what college age kids want to do with their time, they want to party in cool places. She seems chill and modern, although her brand name has been created from appealing to the age-old desires of teenagers and young-teens.

Pop/"country" singer Taylor Swift appears to lie on the opposite end of the pop star spectrum. Her brand name is surrounded by pastel colors and pleated curls, yet her brand has also been based on what teenagers crave, companionship. While Ke$ha has appealed to people looking for party companions, Taylor Swift talks about love and happiness. Her demographic might be a little younger than that of Ke$ha, although they overlap in the age 15-20 age group (approximately). Taylor Swift's appeal on the outside seems to target girls who wear pink lipgloss, like glitter and roses, and want to find true love sooner rather than later. Taylor Swift is 19 years old, only a year older than seniors at Andover, yet she acts as an authority on love in the eyes of teenage girls. She sings about being 15 and having her first kiss as if it was a million years ago, and she's now a wise woman reflecting on wonderful times. Beneath T Swift's pink lace, is a sex appeal that has contributed to her brand. If she only appealed to women her brand name would be much less strong and powerful.

Below are two different pictures of Taylor Swift.

I think both of them appeal to women and men, although at first glance they seem to individually appeal to the two genders (the first to women, the second to men). The top one casts her as a princess, reaching out to dream-seeking teenagers. At the same time, it shows her as virginal and innocent, something that appeals to teenage males. The second picture shows her holding a book about singing, wearing floral prints and looking happy. Her outfit and beautiful hair and makeup are representations of what many teen girls want in their lives. At the same time the face she's making and the position she's in casts her as a sex symbol of sorts, appealing again to teenage males.

Taylor Swift's album title Fearless, filled with songs that give the illusion that if you are fearless you'll be able to conquer anything including insecurity, also taps into teenagers desire to be themselves or get to the point when they can be comfortable with themselves. Like Ke$ha, her image revolves around her being herself, even though being Ke$ha and Taylor Swift is nothing like being a normal high-school or college attending teenager. Ke$ha and Taylor Swift have brand images that are very different, yet they appeal to similar aged kids looking for the same things.

As a last comment, Taylor Swift has 2.5 million followers on celebrity site Twitter, a testament to the power of her brand.