Could there be a more difficult market segment for brands to differentiate themselves than water. On the surface it would seem to be brand mission impossible, but over the last fifteen years we’ve seen water become a hotly contested market place. In this time we’ve seen an evolution from water brands battling on the purity of their product both sparkling and still based on geographic heritage, then water brands positioning around brand personality, and most recently the launch of a new category of Vitamin waters.
Another Bloody Water
A new competitor launched into the fray a few years ago with the apt brand name of ‘Another Bloody Water.’ Launching with a brand strategy that included a bold brand personality and the lovable brand personality attribute of being able to laugh at itself and the market it belongs to, Another Bloody water successfully grabbed a share of the retail bottled water market.
Challenging the marketplace
What makes this brand stand-out though is more than just a name that challenges the status quot of the market. Another Bloody Water know what it means to be a challenger brand, entering a market with a number of daunting players already in-place. The very brand DNA of Another Bloody Water is coded with a challenger mentality. From the name, to the brand voice, to the way they take their product to market, Another Bloody Water seeks to stand out from the bottled water pack.
Banging-on About Blank Canvases
And that’s where blank canvases come-in. We’ve written about blank canvases before, we’ve been banging-on about them for months, and here’s a brand who intuitively understands their value. For a business like Another Bloody Water who will never have the marketing budget to compete head-on with the big brands in their space, blank canvases provide them the opportunity to make a splash, stand out and cut through.
When Another Bloody Water deliver their product they don’t use a bog-standard truck, they don’t even use a truck with their corporate image painted on its side. Like all else about the brand, when it comes to their delivery truck, Another Bloody Water have thought beyond the expected to the remarkable.
Watching the Grass Grow
The Another Bloody Water delivery trucks are covered from head to wheel-arch in fake turf with the brand name mowed-right into the sides. Simple enough an idea – but they’re often the best ideas after-all. The result is quite remarkable. Having come-across these trucks on their delivery rounds, they stand-out as a wonderfully entertaining break from the usual city traffic. There’s something compelling about the site of ‘fresh green grass’ that seems to somehow underscore the purity of the water – without either making any such statement or obeying the laws of logic.
As a creative brand agency, we salute Another Bloody Water and the mindset that’s enabled them to build such a remarkable brand presence through smart strategy rather than big spending. If you’d like to find out how your brand can take the same approach to success, why not get in touch – we’d love to have a conversation.
David Ansett, Brandamentalist
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Graphic Design Melbourne