Retail Refresh
Brand Strategist
Nalgene: Product Relaunch
Build a complete marketing plan to relaunch Nalgene Water Bottles.
THE CHALLENGE:
While currently positioned as the water bottle for "everyday adventures," Nalgene bottles are rarely used by people while at the gym/when being active due to their limited features and functionality.
THE SITUATION:
THE RESEARCH:
Primary Research: Conducted an online survey that received 110 responses.
Secondary Research: Nalgene Website; Mintel.
Completed a 4Cs analysis (Company/Product, Consumer, Category, and Competition), SWOT analysis, and perceptual map.
View the results here.
Your Water. Your Nalgene.
THE STRATEGY:
THE NEW PRODUCT:
A water bottle that’s yours. One you can customize no matter your adventure or activity.
Launch a line of interchangeable tops:
The tops contain a base that fits on the classic wide-mouth Nalgene bottle so that they can be switched out to suit your daily adventure.
There will be a variety of tops launched such as a sports/athlete top, a shaker/blender bottle top, and a storage top (see video below).
Launch a line of new accessories:
While Nalgene currently sells some accessories such as cosies and splash guards, they can expand to offer new accessories that compliment the new interchangeable tops: blender balls, carrying clips, and stickers to "make your Nalgene yours" and better suited for your daily activities.
THE MARKETING PLAN:
IN-STORE DISPLAYS
To leverage the customizable "Your Water. Your Nalgene." strategy, there will be “build-a-bottle” booths and displays in stores.
52% of people who purchase reusable water bottles purchase them from retail stores such as Walmart and Target.
For a limited time, a booth will be set up in the front of retailers with a Nalgene brand representative demonstrating the product and accessories. This will build hype and awareness so that when people walk into the store they can see the range of options available.
In water bottle aisles Nalgene interchangeable tops and accessories will be sold in a "build-a-bottle" display.
The display will demonstrate to consumers that they can customize their own bottle by picking a bottle color, top type, accessories, and stickers to suit their needs and personal style.
This allows individuals to truly experience building their own Nalgene!
SOCIAL CAMPAIGN
#YourWaterYourNalgene will be used on social media platforms such as Instagram, Facebook, and Twitter to spark conversation about Nalgene's new customizable bottle options.
Blog posts will be shared both on the Nalgene website and Buzzfeed. Topics will range from ways people can customize their drinking water (for example, by adding lemons or limes), to the variety of usages for Nalgene bottles with their interchangeable tops.
A promotional video will be shared on Nalgene's social media platforms showing the relaunched product:
To increase the brand's presence in the community, Nalgene will sponsor a variety of water bottle refill stations at events such as runs, hikes, and musical festivals.
EVENTS
WHY RELAUNCH?
The relaunch will solve the problem that consumers face: needing to own multiple water bottles. It will instead allow people to own one that they can adapt to their daily activities.
THE TEAM:
