Apparently, you can tell a lot about someone by the water they drink. This is a point that was well-taken by Kevin Boyd, writer-producer and founder of Bling H2O, a bottled water company that sells its product in limited-edition, frosted bottles covered with Swarovski crystals. Initially handed out to hand-selected actors and athletes, the brand has quickly expanded its reach. You can now buy a bottle of Bling H2O at many high-end New York restaurants and stores.
According to Smart Money, the brand’s owner says that the price tag for his water is as much about image as it is about taste. He claims that people can tell what kind of lifestyle a person leads by the water they drink. He also states that he uses a nine step purification process that makes his water more expensive than what you can find at the Cracker Barrel for $2.
In a blind taste test, however, Bling H2O was judged to be no better than Manhattan tap water. Despite this, the brand still claims that its unique identifiers are enough to make the water worthy of the high price tag.
While it might seem that luxury bottled water companies exploit the needs of consumers for a sense of prestige, they also fulfill a real need for quality and convenience. The brands that are successful at fulfilling these needs have a clear differentiation from their competitors. They also make a conscious effort to emphasize the premium and luxury attributes of their products so that they do not end up in a crowded commodity market like what we are currently experiencing.
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