By Mathias Eichler
The Trail Running Film Festival - Back on Tour for 2024.
The company’s research shows “about 30 million consumers today are not reaching for enhanced water at all,” according to Michael Del Pozzo, president of Gatorade. “Most cases, it’s because it’s not a brand that they know and trust.”
Yeah, that’s it… if it’ll be a brand they trust, folks totally would buy into the bullshit that is ‘enhanced water’.
Dr. Leana Wen, a George Washington University public health professor and CNN medical analyst, said that “there are many claims about the supposed health benefits of electrolyte-infused and alkaline water, but very little scientific evidence.”
Or maybe that’s the reason why people don’t buy this overpriced bullshit?
Part of the marketing challenge ahead of its launch is building and marketing the brand with “credibility so people understand ‘Why would i potentially pay more than it would for a base water?
But nothing a corporate marketing executive can’t solve. Throw millions in advertising dollars at this by flat out lying about the benefits for a few years, ‘enhance it’ with a few celebrity endorsements and make billions in the process. Rinse, repeat and move on to the next fad.