Marketing Trick of the Century

In 2014, John Jewel of The Week called bottled water “the marketing trick of the century” because it relies on convincing consumers that it’s a healthier alternative to soda, when in reality it’s an alternative to tap water.

Take a nearly free commodity, put it in a plastic bottle, wrap a label around it…and profit.

Professor Richard Wilk of Indiana University once stated that bottled water is the most revealing substance for showing us how the global capitalist market works:

We’re buying choice, we’re buying freedom. That’s the only thing that can explain why you would pay money for a bottle of something that you can otherwise get for free.

Freedom of choice and freedom of lifestyle. Revisit these intangibles, the next time you market something.