Posts Tagged ‘Aquafina’

Brand Comfort - Confidence in a Far Away Place

Sunday, July 26th, 2009

I’m in Tirupur, India all this week, half way around the world from California where I live. Tirupur is in southern India about 1 hr flight time West of Chennai (Madras). It’s the center of the Indian knitwear region and has many significantly sized textile operations that supply blank as well as printed apparel for some of the world’s most notable brands.

Tirupur is also a fairly poor area, at least on the outside. I’ve been to many factories in developing countries and Tirupur fits the profile of many of them. Whenever I travel to lesser developed areas it always comes with the warning “Don’t drink the water.” This is usually very good advice.

It’s always a chance you take, even with bottled water. I’ve been in situations, more than once, where the locals will fill the bottles out of the tap and then super glue the caps back on to make it look like they are sealed. I’m always wary.

So we come to the topic of today’s post. When I got to my room at the Hotel Angel (an oasis for me!), what did I see on the table? There, in front of me was the familiar transparent blue label of Pesico’s Auqafina brand bottle drinking water, exactly as I know it in the US. My spirits peaked as I picked up the 1 ltr bottle to read the outside.

It was indeed bottled in India, but they went to great lengths to calm any concerns I might have. From the lablel:

“This bottle contains water treated through our 5-step State-Of-The-Art process that comprises UV treatment, reverse osmosis, ozonization, carbon filtration, and sand filtration. It goes on to label prominently “International Tamperproof Seal.” There are at least three quality badges or insignias on the label as well.

This is a clear case of not only the value of Brand Identity, but going further to reinforce the trust and safety of the product. Guess what? It works for me.

When I was in the hotel restaurant last night, I asked for bottled water and the waiter again brought out the Aquafina. He presented it to me so I could read the label and inspect the cap seal. I very much felt like I was confirming a fine wine selection. I commented to the waiter after looking at the bottling date on the cap that ” The April 9th, 2009 bottling was a particularly good bottling.”

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