Introduction: The Evolution of the Bottled Water USP
In our exploration of the bottled water industry, we’ve seen how brands like Fiji Water and Aquafina have crafted distinct USPs to stand out in a crowded market. Fiji Water emphasizes the where—sourcing water from a tropical paradise—while Aquafina highlights the how, using a seven-step purification process. Today, we’re shifting focus to a newer, fast-growing company that has built its brand around something even deeper: the why.
Boxed Water is Better, a company generating about $16 million in annual sales, doesn’t sell just water. They sell a cause—a mission to reduce single-use plastic waste and offer an eco-friendlier hydration option.
The Power of “Why” in Marketing: Boxed Water’s Unique Approach
Boxed Water doesn’t market based on where their water comes from or how they purify it. Instead, they’ve adopted a mission-driven USP that centers on a cause—sustainability. With statements like:
“Boxed Water Is Better is a sustainable alternative to plastic bottles and aluminum cans.”
Or:
“Our paper-based cartons are 92% renewable and way less destructive to our planet than single-use plastic bottles and aluminum cans,”
Boxed Water makes it clear that it’s not just about the water; it’s about helping reduce plastic waste. When consumers buy Boxed Water, they’re making a statement—they’re environmentalists, or at the very least, they care about sustainability.
Why Cause-Driven Marketing Works
Boxed Water’s approach resonates because it aligns with a growing consumer desire for sustainability. People care about the environment and want their purchasing decisions to reflect that. With their minimalist, recognizable packaging, Boxed Water gives customers a chance to show their values, inspiring a sense of pride and accountability. This kind of brand positioning taps into a powerful motivator: consumers’ desire to feel good about their choices and to be seen as people who care.
Other Brands with a Strong “Why”
Boxed Water isn’t the only company to adopt a purpose-driven marketing strategy. Some other successful brands have also seen the value of aligning with a cause:
- TOMS: Known for its “One for One” campaign, TOMS donates a pair of shoes for every pair purchased, helping children in need worldwide. This approach doesn’t just sell shoes; it inspires customers to feel like humanitarians.
- Better World Books: Every purchase on BetterWorldBooks.com helps donate books through hundreds of nonprofits, supporting global literacy. With over 35 million books donated, customers can feel they’re making a difference with every book they buy.
- FIGS: Selling scrubs for medical professionals, FIGS donates a portion of sales to medical aid organizations, allowing customers to support healthcare professionals in need.
These companies leverage cause-driven marketing by focusing on why their products exist, not just what they are. They connect with customers on a deeper level, allowing people to feel part of something bigger.
Translating the “Why” Strategy to Information Products
Let’s say you’re creating an information product, such as a report on website traffic generation. Like Aquafina, you could focus on a unique process, or like Fiji Water, emphasize a rare source of information. But if you’re aiming for a “why” strategy, you’ll want to tie your product to a larger mission.
Imagine positioning your report around a pressing issue: the prevalence of unreliable, low-quality website traffic. Many online businesses struggle with poor-quality traffic that’s not only ineffective but can even harm their credibility. This issue could be framed as a “plague on the digital landscape,” affecting good, ethical businesses worldwide.
Your report, then, isn’t just a list of techniques—it’s a manifesto to help businesses avoid the trap of “bad traffic” and thrive with quality leads. Here’s an example of how you might word it:
“This report aims to combat the flood of scam traffic plaguing internet marketing. Bad traffic has turned into a digital epidemic, deceiving businesses with bots, pop-ups, and empty promises. This guide is your ally in fighting back, filled with 24 reliable, proven, and cost-effective traffic sources that won’t let you down.”
By using a cause-driven approach, you invite readers to feel like they’re part of a movement to rid the internet of low-quality traffic. This goes beyond marketing tactics and becomes a mission—something your readers can get behind and support.
Building Your Own Cause-Driven USP: Steps to Focus on the “Why”
If you want to take inspiration from Boxed Water and bring a cause-driven USP to your brand, here’s a framework to help you get started:
- Identify a Problem Your Product Solves: Define a problem that resonates with your audience. For Boxed Water, it’s environmental sustainability; for your information product, it could be ensuring access to reliable, ethical information.
- Frame the Problem as a Cause: Position your product as a solution to this larger problem. Don’t just tell your audience what your product does—explain why it exists and why it matters.
- Invite Customers to Join the Mission: Use language that makes your audience feel like they’re part of something bigger. Let them know that by choosing your product, they’re supporting a worthwhile cause.
- Design with Purpose: Boxed Water’s distinct packaging helps set them apart visually. Think about ways to reflect your cause-driven USP in your product design or branding to make it more memorable.
- Promote Customer Involvement: Like TOMS and Better World Books, give your customers a way to see the positive impact of their purchase. If feasible, show how their involvement benefits the cause.
Conclusion: Why “Why” Is Worth the Effort
Focusing on the “why” allows you to tap into customers’ deeper motivations. It’s no longer just a purchase; it’s a personal statement. By adopting a cause-driven USP, you connect with people who share your values, creating loyal customers who feel proud to support your brand. Whether you’re selling a tangible product like water or an information product like a report, the “why” can be a powerful tool for engagement.
What’s Next?
This wraps up our exploration of the bottled water industry’s USP strategies. Next, we’ll dive into other product categories and dissect the unique marketing tactics that make them successful. Stay tuned for more inspiration and insights on building a memorable, impactful brand!
Thanks for reading and Have a Great Day!
Chuck MacLellan
chuck@workathomehappiness.com
Please feel free to leave your comments, questions, suggestions, etc. below.