Inspired by Iceland Created 'Kranavatn' to Fight Plastic Waste
Laura McQuarrie — June 3, 2019 — Eco
References: inspiredbyiceland & prnewswire
'Kranavatn' is the name of a premium tap water "brand" from Inspired by Iceland that was created with the aim of getting travelers to minimize waste. The unique brand was created in response to a study that found 65% of global travelers consume more plastic bottled water abroad than at home, and just one in four travelers pack a reusable bottle when they travel.
The brand name "Kranavatn," is Icelandic for tap water and is now being promoted as a luxury product by Iceland as a way of discouraging the use of single-use plastic bottles. Environmentally minded travelers are now being encouraged to take the Kranavatn challenge to drink the country's high-quality, pure glacial-filtered tap water when they are on holiday and see why Iceland is known as the home of some of the cleanest, best-tasting tap water in the world.
The brand name "Kranavatn," is Icelandic for tap water and is now being promoted as a luxury product by Iceland as a way of discouraging the use of single-use plastic bottles. Environmentally minded travelers are now being encouraged to take the Kranavatn challenge to drink the country's high-quality, pure glacial-filtered tap water when they are on holiday and see why Iceland is known as the home of some of the cleanest, best-tasting tap water in the world.
Trend Themes
1. Premium Tap Water - Opportunity for creating high-end tap water brands to encourage sustainable and eco-friendly drinking habits.
2. Minimizing Plastic Waste - Disruptive innovation opportunity in developing strategies and products to reduce the consumption of single-use plastic bottles.
3. Promoting Reusable Bottles - Potential for innovative campaigns and designs to encourage more travelers to pack and use reusable bottles when they travel.
Industry Implications
1. Beverage - Innovative tap water companies can disrupt the beverage industry by offering premium tap water as a sustainable and healthier alternative to bottled water.
2. Hospitality - Hotels, resorts, and restaurants can embrace the trend of premium tap water brands to enhance their sustainability efforts and attract eco-conscious travelers.
3. Reusable Product - The reusable product industry can capitalize on the opportunity to create and market innovative and stylish reusable bottles to cater to the growing demand from travelers.
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