Introducing The Most Not-Needed New Product Of The Year
It's resource® (with a small "r") — bottled water exclusively for women.
It's new from Nestlé, the largest producer and seller of bottled water in the world. (Their other brands include Pure Life, Poland Spring, and Deer Park.)
Tagline: Discover Electrolytenment
(a new ad word that is a combo of electrolyte & enlightenment)
What makes resource® the ideal bottled water for "affluent women aged 35-45 with "holistic" lifestyles?"
Well it's 100% sustainably sourced spring water, that contains naturally-occurring electrolytes.
OK, but what makes it particularly beneficial for women?
Company overview: "resource is a holistic bottled water brand that sustains a lifestyle of wellbeing - spring water with naturally occurring electrolytes for taste, packaging that's mindful of the environment and a source for discovery and enlightenment."
"A source for discovery and enlightenment."
That's some powerful, soulful bottled water.
Larry Cooper, group marketing manager for resource®, says this about the brand:
Resource is being aimed primarily at "a woman who is a little more on the trendy side and higher-income side, and the bull's-eye is 35 years old. We want to raise it to the level of a lifestyle brand, where she's proud to carry around Resource as her bottled water accessory, so to speak."
Two of their new brand launch marketing panels are below.
And, the big launch video is below them.
Maybe that tells us why, exactly, resource® is great for women.
Above is the national launch video event, held in New York City earlier this month.
Nestlé described the event like so: "At the event, guests engaged with the all-knowing Fountain of Electrolytenment, they turned to it with a question and got an answer in real-time, written in sheets of falling water."
Note how affluent yoga woman in Central Park is annoyed by outside distractions, until she grabs her bottle of resource®. Then, she comes alive. Note the plus sign electrolytes floating up out of the pond of resource® water.
But: Why is she being lifted by MEN? Men getting their smelling man feet in the resource water pool? THIS PRODUCT IS NOT FOR THEM.
Still very not clear: Why is this women's water?