Based in San Diego, California, Nika is a water bottle company that gives all of its profits toward initiatives in the less-industrialized world that works toward building clean water projects in local communities. While buying water bottles seems passe to say the least, many people still do for some reason or another and businesses that consider themselves social have been jumping on the bottled water scheme.
Its branding, mainly the packaging on its water bottles and boxes, are reminiscent of a 1990s era child-based campaign for charity, relief and international development. The anonymity of the children's faces causes discomfort for some, or perhaps that's why many consumers buy the product in the first place. Of course, Nika isn't the first (or the last) to use Othered children as a selling point.
Contact Information
Nika website
Nika on Facebook
Nika on Twitter
What's Driving This Trend
- Socially Responsible Consumerism
- Brands can incorporate social initiatives into their business models to appeal to conscious consumers.
- Humanitarian Branding
- Using branding and packaging that evokes charitable causes can attract consumers who want to support such initiatives.
- Othered Marketing
- Using images or stories of marginalized groups can create an emotional connection with consumers and drive sales.
Who This Affects Most
- Bottled Water
- The bottled water industry can explore opportunities to align their products with social causes and contribute to clean water initiatives.
- Social Entrepreneurship
- Businesses that combine profit-making with social impact can thrive in the marketplace and contribute to important causes.
- Cause Marketing
- Companies can develop marketing strategies that promote charitable initiatives, creating a win-win situation for both the business and the cause.
