With London having been set alight with all things fashionable this past week, I was one of the most excited to see what thrills this year would bring. And of course, I was not disappointed, with my personal favourites collections being from Jean-Pierre Braganzd, Jasper Conran, Mark Fast and of course Unique.
Lately, there has been a team-up of beverages and fashion. The best and most recent example is Karl Lagerfeld and Coke with special packaging and marketing campaigns for Coca-Cola Light. Perhaps the most lucrative is Pepsi Co & Beyonce’s packaging partnership, worth a spectacular $50 million!
The bottled water cooler industry seems to be gaining some traction in this arena as well.
Perhaps the trend started back in 1976 when the French sparkling water, Perrier made its introduction to the UK market. St John Harmsworth, owner at the time, marketed the product in Britain at a time when Frenchness was seen as ‘chic’ and aspirational to the middle classes. It was advertised as the Champagne of mineral water.
Evian’s earliest collaboration was the creation of Luxurious Evian Bottles By Jean-Paul Gaultier and Baccarat. Evian’s more recent collaboration with Issey Miyake has generated a simplistic yet fashionable water bottle.
Perrier, the bubbled mineral water has had a designer makeover. Previously only sold in green bulbous glass bottles, Perrier will be makings its aluminum debut in bottles designed by Paul and Joe.
Even Hello Kitty has entered the arena, branding Fillico water bottles, for sale at the tidy sum of $100 per bottle.
We are proud to say our own Living-Water Star water cooler was as a result of the collaboration with Swiss designer Antoine Cahen, who is renowned for the development of the Nespresso coffee machines – ( https://www.living-water.co.uk/star-water-cooler-dispenser-london)
The statements are getting bolder as the designs get more fashionable and daring – for example the “Luxury Spring Water†brand touts itself as the water “for models and billionairesâ€.
Nestlé’s claims that it’s new premium bottled water “Is more than hydration, it’s total electrolytenment,†It is bottled for ‘a woman who is a little more on the trendy side and higher-income side, and the bull’s-eye is 35 years old,’ Larry Cooper, the group marketing manager, told The New York Times.
Whilst I doubt that I will ever be making purchases of any “Haute Waterâ€, I have to commend the creative minds behind all the campaigns for their continued innovation and hunger to create something new, different and exciting for their customers.
Here’s to hoping that some day, a Living-Water / Chanel collaboration becomes a reality!
Living-Water Ltd is one of London’s premier water suppliers. Rent bottled water cooler or main water dispenser for the home or office.
