Water Advertising

There are some products out there that will never go out of style. One example of this is water. Everyone needs it, and everyone drinks it. Water brands that have found success advertising their bottled water products have done so with a few best practices and by latching onto trends.

Let’s break down how water brands have managed to find success in digital advertising, along with their digital spend.

Stats for Water Bottle Brands and Advertising

Water brands can build brand awareness online with digital advertising. Major water brands around the world have managed this with impressive stats. According to research and analytics sites Statista, “it was found that in 2019 the sector spent roughly 7.76 billion U.S. dollars on advertising. Previous year’s records show that the ad expenditures of the industry amounted to 7.28 billion dollars.”

As of 2020, just over a quarter of all bottled water sold in the U.S. was private label. Most of the top branded waterss have shared an even share of the market. Major brands such as Dasani and Aquafina held slightly higher shares.

Consumption of bottled water has grown over 200% in the last two decades, and sales volume has steadily increased in the last year. In 2020, that growth averaged about 8% and bottled water is now the most consumed drink in the U.S.

So where does advertising fit into these statistics? With the implications that water consumption and water bottle purchases have increased this year, there are likely advertising trends that fit into the equation. Much of the success behind bottled water trends is consumer-driven– specifically during the COVID-19 pandemic. Water advertising spend has been relatively modest but important. According to the Beverage Marketing Corporation (BMC) and Kantar Media Intelligence, water bottle advertising expenditures for the entirety of the bottled water industry tallied up to $203 million in 2019.

Water Advertising Trends

Flavored water has been a dominating trend for quite some time, and that trend has carried on. Most people struggle to enjoy the plain taste of water, so it makes sense that low-calorie flavorings in pre-packaged bottles have continued to be popular in the water bottle industry.

Just as well, there has been more of a focus on environmentally conscious production of water, which makes its way into advertising for the purpose of building trust with target markets. Brands that produce recyclable and biodegradable bottles for their water products showcase this notable shift in consumer-focused sustainability.

There has also been a trend in the industry that focuses on the sanitation and “purity” of bottled water as well. Consumers are fearful of diseases in contaminated tap water, and turn to bottled water brands for a safer, more convenient alternative. Many water bottle ad campaigns will list the statistics and research data of how their water is purified and where it comes from. This, like sustainability advertising, is an excellent way to build brand awareness and trust amount target markets.

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