Marketers do everything they can to take an ok product and give it a great image. This company takes a great quality product in a high competition market and gives it an image that literally tears the marketing profession apart. Or is that the point? If all publicity is good publicity, then maybe all market postitions are good positions.
Earlier this year, Trend Hunter covered a Japanese designer that used the same strategy for its designer bags. It portrayed designer bags as Barf Bags and Trend Hunter called it Self Depricating Advertising. Well, Another Bloody Water fits the same category (although it might not be as extreme).
Unashamedly stating that their product is better than those using fancy blue colours, waterfalls, fountains, famous sweaty people and added flavour to sell their water. And what is their marketing point of difference? They take the mickey out of marketers themselves.
"They (competitors) think we're taking the p*ss. That we mock the overly flowery, exaggerated language and the poorly drawn waterfalls and diagrams of volcanos on their labels."
Then to drive home the quality of their product they pull out this pearler "Smart Alec Name - Yes, Just another water - No"
I found this at my local healthy juice joint on King Street in downtown Melbourne.... Told you this city has it all.
Another Bloody Water (Self-Deprecating Advertising
Revisited)
Trend Themes
1. Self-deprecating Advertising - Opportunity for companies to embrace humor and satire as a way to differentiate their product in highly competitive markets.
2. Mocking Industry Standards - Opportunity to challenge the status quo and disrupt traditional marketing methods by satirizing them in advertising campaigns.
3. Emphasis on Quality Over Marketing - Opportunity for companies to shift focus from flashy marketing to highlighting the superior quality of their product.
Industry Implications
1. Beverage Industry - Opportunity to differentiate water products in a crowded market through unique and humorous marketing campaigns.
2. Advertising Industry - Opportunity to experiment with unconventional and humorous advertising strategies that challenge industry standards.
3. Designer Fashion Industry - Opportunity for designer brands to use self-deprecating advertising to set themselves apart and challenge the traditional marketing standards of the fashion industry.