Here’s a novel concept attempting to capitalise upon several ideas.
Do you feel ripped off every time you buy bottled water? It’s amazing to think that what we once drank freely from the tap now costs more than petrol per litre.
Did you know that the average “dwell-time” of a bottle of water is around 60 minutes. In other words every time you buy a bottle of water you carry it around, hold it, place it on your desk etc for around an hour.
What if the bottle became an advertising medium and the water was free?
That’s the idea behind Free Is Better, which has just launched in Australia.
Read their media announcement (below) and tell me what you think. Can using a water bottle as an ad medium interrupt the industry?
New ad media set to disrupt $600m water industry
The bottled water industry has risen rapidly becoming a sought after commodity. According to the Australasian Bottled Water Institute, the industry is estimated to be worth about $600 million a year in Australia alone. That amount translates to approximately 600 megalitres of water, of which 60 per cent is sold in single-serve bottles. Currently, the industry in Australia is exponentially growing eight per cent annually.
Free Is Better.TM proposes to revolutionize the current bottled water industry, as well as its advertising sector. With the online advertising sector hitting the four billion dollar mark, the cluttered digital advertising landscape means that businesses need to work harder to stand out, cut through, and engage their audiences.
With an already overwhelmingly high demand for paid bottled water, being able to offer the same product for free will mean a guaranteed need and want for Free Is Better.TM. Differentiating our bottles as a prime advertising platform, making the message unique, fun and engaging. Thereby positioning the advertisers message in an innovative way that combats the everyday clutter.
Bottled water is a relatively new industry, created through clever marketing which has made water a popular commodity, a fashion statement even. The Free Is Better.TM youth, who value creativity and culture. They are a niche audience, the trendsetters who separate themselves from all things mainstream. This counter-culture audience is often sought after by advertisers, making Free Is Better.TM a prime advertising tool for like-minded brands to target this demographic.
A key advantage of advertising on the bottles is the 60-minute average dwell time they receive. This is unique and highly advantageous especially when looked at in comparison to magazine ads, which have an average dwell time of 1.22 minutes and digital ads with 1.16 minutes*. Speaking intimately to the consumer the ads on Free Is Better.TM TM goes where people go, they appear in diverse contexts and their ads act as unique talking points for consumers.
Free Is Better.TM is stocked at shop fronts where their followers shop, eat, lounge and frequent. Essentially, the bottles appear in places where consumers are already in a purchasing state of mind, leaving a window of opportunity for advertisers to reach the consumer.
The static distribution for the bottles will commence in June of 2014, with partnered stockists emerging all over Australia. Free Is Better.TM is set to revolutionise both the bottled water and advertising industries, creating an