In the mid 90’s the bottle water wars took off between coke and pepsi. Following the environmental effects of the huge uptick in plastic usage upon its acceptance, some niche markets took to creating more permanent containers – True2o considered something else.
Instead of their product offering ending when its delivered to the store, they reclaim their bottles and thus turn water into a service model. Ironically, its a small modification to the larger water cooler days that have almost disappeared across silicon valley. In addition to it being better for the environment, it benefits both the manufacturer and consumer. The manufacturer saves on raw materials, and the consumer doesn’t really experience much change. Especially if they are getting True2o from their employer, which is a big part of their roll out strategy.
It raises the question what happens to a brands equity as it moves from being a product to a service? As a product becomes a commodity, a brand needs to differentiate itself from the competition. If within a incremental price point, sustainability or a brand’s mission can be valuable enough to a consumer to give it a try. Today’s consumer loves a brand with a conscious.
As a Brand matures, they begin to diversify. The brand architecture becomes less about corporate colors and identity, and more about a brand experience and lifestyle. Pepsi has been embracing this strategy with its “Max” line, proudly encouraging fans to carpe diem.
Damien Walters has been a youtube sensation for a few years now. Below is his 2011 showreel. He has bee a figurehead in the freerunning and pakour community for quite some time.
In addition to seeing Pepsi continue to evolve as a brand, the other thing worth mentioning here is how they are using celebrity talent for brand transference. Youtube is rapidly becoming a place for talent discovery and recruitment. As the web has given a voice to everyman, talent and quality content is accessible to all. Some brands like Pepsi have moved into content creation using youtube sensations to draw a larger buzz on social media.
I think this campaign is a win-win. Damien Walters gets to showcase his amazing talent to a larger audience, and Pepsi continues to expand its social capital to a younger generation with an exciting new ad campaign. This campaign speaks to the future of brands becoming their own syndication channels of user curated talent.