Bottled Water Advertising
Claims are sometimes made that bottled water sales are fueled by expensive marketing and misinformation. The truth is far less exciting.
The success of the bottled water industry has always been consumer-driven and simply cannot be attributed to costly advertising and marketing campaigns. People realize that bottled water is a safe, healthy, and convenient product, and that is what motivates their purchases. In fact, compared to other beverages, bottled water companies spend relatively little on advertising and marketing.
The strength of consumer self-generated demand is illustrated by the relatively modest amount spent on bottled water advertising. According to the Beverage Marketing Corporation (BMC) and Kantar Media Intelligence, advertising expenditures for the entire bottled water industry totaled only $61 million in 2013. That figure consistently reflects one of the lowest spending levels in the beverage industry.
Compare bottled water's advertising expenditures to these beverages:
- Beer $1.4 billion
- Carbonated Soft Drinks $670 million
- Fruit Beverages $351 million
- Coffee $185 million
- Sports Drinks $120 million
- Milk $115 million
- Energy Drinks $90 million