- Nothing wrong with tap water?
- Sustainability is okay
- I’ll decide in the shop
The latter immediately became our key concern: consumers only decide once they’re in the shop. We sell water to shoppers, not to made-up personas.
How to sell sand to an Arab?
Water is so common, it flows from every tap. How can you activate fans for that? As a small player, Bar le Duc competes with the world's biggest top brands, such as Spa, Sourcy and Chaudfontaine. That meant we had to come up with a very clever strategy.
Scope
- Campaign
What we did
- Strategy
- Brand concept
- Campaign
- Media strategy
- Video
- Content
Main consumer insights
Marketers think too much
Marketers think too much about consumers and not enough about shoppers. This is important: shoppers are very different from consumers. When you think of “water consumers”, you think of cheerful fitness girls wearing tight burgundy sports tops. The “shopper” is not the same girl, but her mother making her weekly trip to the supermarket. In short: the in-store message can certainly differ from the communication along the road leading there.
We love No-nonsense
Intensive discussions with Bar-le-Duc resulted in two insights for a no-nonsense strategy with hydropower.
- Focus op positivity
- Focus op branding
Focus on positivity
Bar-le-Duc is popular for having the first 100% recycled bottle. Because cardboard packaging can never turn into plastic soup. The brand is quirky. You stand for yourself. And for the future. Nice and clear.
Focus on branding
Packaging recognition is the anchor in the shop. Especially the carton. That was given extra focus in the various communications. A striking visual style. And where possible, get in the competition's way. So, you may unexpectedly come across Bar le Duc on the train, in the weather forecast and on many online platforms. And obviously, with exactly the same look on the shop floor.
Stick to your beliefs
The brand is growing. Research shows that an above-average number of people remembered and appreciated Bar-le-Duc's communications. Likeable. Striking. Effective. Our tips: stick to your beliefs. Choose uniformity. Believe in your own abilities and add a touch of humour. That is how you sell water to a Dutch person. Or sand to an Arab. What do you want to sell?
- Simple
- Striking
- Effective
Are you looking for an approach to ensure customers only want you? Call or email Susanne.