Aquafina Promotion

Running Head : AQUAFINA

June 13 , 2007

Aquafina Promotion By Chandrakant Mallya Aquafina Promotion

`The proof of pudding is in eating it ' Similarly a sample taste of a product may achieve something which ten advertisements will not be able to achieve . Sampling involves the active participation of the customer After tasting or making use of the sample , the customer has to give his decision-good or bad ! Will accept the product or reject it . But if the sampling belongs to an established and creditable company , the results from the

sampling process are likely to be highly encouraging . Well established companies know the well-established advertisement techniques . Though the avenues of advertisements are turning out to be more and more innovative , the traditional methods still hold sway and are found to be result-yielding

For the promotion of Aquafina bottled drinking water , film festivals were the chosen venues . This new vitamin-based water beverage delighted the discerning customers , right from the initial stages of the launch The Sundance Film Festival , held in Park City , UT on January 28 , saw customers holding in their hands and also tasting the beverage in three flavors , Berry Pomegranate , Orange Lime and Peach Mango . They were aware of the success story of the Aquafina drinking water , debuted in the market in the year 1995 . It is the No .1 selling bottled water in America now . More sampling demonstrations were planned at the Tribeca Film Festival held in Manhattan and AFI in Dallas International Film Festival and they were a huge success

The promotion strategies were the same . TV , radio spot , and the advertisements through the print media ! Along with the newly introduced beverages , the Aquafina bottled water was promoted as well . It was the two-in-one advantage

On June 25 , 2003 Aquafina announced launch of `Aquafina Pure Luck promotion campaign . The consumers had the chance to win more than 40 ,000 on the Spot prizes . It was a collaborative effort . The company joined hands with AOL Time Warner for promotion with On-Air and Online programs on the WB Television Network and with America Online It was an action-packed sales promotion program . You were the actor and participator in the company 's program , without your knowing it or signing the contract . It was the category 's largest-ever consumer product promotion . What was this campaign about ? You were not to collect coupons , it was not a lottery , and no discounts were offered either . You need to be lucky enough to be spotted drinking Aquafina or Aquafina essentials . Aquafina branded blimps traveled to more than 60 cities throughout USA . Aquafina is the category 's leading brand of bottled water so it 's fitting that we 're launching the category 's largest-ever-national consumer promotion " said Steve Sears vice-president of marketing , non-carbonated beverages for Pepsi-Cola North America "This new program emphasizes the significant support Pepsi-Cola is putting behind Aquafina and , at the same time , rewards consumers for purchasing our brand over other bottled waters (Time Warner

AOL Time Warner Media Properties and The WB Television Network , several...