Among shelves filled with fancy water with the essence of lavender, vitamins or from deep below the ground in Bora Bora, is a water named Fred.
Fred.
Instead of gorgeous graphics or elegant bottle shape is a flat, flask-like product that is disruptive by being – boring. The package, the name and the image are all – well ordinary. And in a category of beautiful design, something pure and straightforward can stand out. Its flask shape is something you want to have with you all the time, fitting conveniently in your pocket.
Fred is your neighbor, your friend or brother-in-law. Fred is everyday not the special occasion. Fred is all about the water. And like cars you name Brad, the name Sarah on a Coke can or Amazon’s product name Alexa, humanizing a product can have a powerful emotional connection to consumers fed up with the uber-marketed product line.
In a recent article in Pack World, Fred’s founders said,
“The truth is we want to present water for what it is. Water. Water isn’t some exotic product from a far away land. It is not an elixir made from diamonds that will cure all your ails. It is water. It keeps you alive. And it should be with you all the time, Like a friend. Like a friend named Fred, for example. Fred is water and water is Fred. Nice to meet you.”
Lessons from Fred Water
- Can you humanize a computer (Lisa), a process or a service, so it sounds friendly?
- Can you name a brand so that you have an anthropomorphic transfer from product to person?
- Can you find a disruptive approach by zigging in your category, when it is drowning in zags?
- When everyone is fancy, can you be every day? When everyone is every day, can you be the fancy one?
Don’t water down your new product launch. Find your own inner Fred.
Thirsty for some new ideas? Let’s talk. Text me at 919 720 0995 to connect or email me at jeffreylynnslater@gmail.com
Photo Credit: Fred
