Advertising Bottled WaterHow to sell something that’s free

How does a company attract customers and win brand loyalty when they're all selling a colourless, odourless liquid?

Not through the great taste. Water isn't supposed to taste like anything. And not through the bargain prices either - drinking water is something just about everyone in Australia can get free.

ANSWER: By selling a representation.

Lets have a look at some of the approaches companies have taken to sell water.

See if you can identify the audience they are targeting and what they claim their product is a representation of.