Emotions and initial thoughts on tap water: lets face it, people don't like the idea of drinking water from a tap. They prefer bottled water, because they feel it is cleaner and safer than drinking tap water.
Target Market: Young, active people between the ages of 20-30.
This demographic is fun and outgoing. They play sports, ride bikes, go on hikes, go for drinks with friends. This market is also stylish and very concerned with their appearances, what their friends are wearing and doing. This group is very health conscious, and watches what they eat and drink carefully.
Winning Propositions, and attributes that set it apart: Water is free! By not buying bottled water you save money, and help keep our land fills clear of toxic plastic water bottles. Tap water is convenient. You find it at every sink in your house, every restaurant, every community center, basically anywhere there is a washroom or sink. Also water fountains in parks and schools. Our Vancouver tap water is actually very safe and clean to drink, and the good news is there's lots of it here!
Key Challenges, and Barriers to buying in: The public's perception of tap water is not very good. Most feel it's dirty or contaminated with chemicals. With breakouts of disease caused by unsafe drinking water in the past, it will be difficult to change peoples minds about this. Bottled water is not what it claims to be and we need to let people know! We need to educate them the pros and cons, then step back and let them make the right decision.
Project Goals: Get people to drink Vancouver tap water, and stop buying bottled water. Make it easy to get tap water on the go. Educate people on the dangers of drinking bottled water. Really speak to our target market in a voice they can understand.
Media: The sky's the limit! We will be focused on a more 'gorilla' type of campaign.
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