The 6th Element

Prized Boxer

One of the most appealing thing about the marketing and advertising  industry is the extent a company will go through to create an ingenious brand.  The 5P’s of marketing: Place, Product, Price, Promotions and People began to take a life of their own. Well these guidelines are the basics in many introduction to marketing courses around the word… well more so the basic 4 Price, Product, Place and Promotion. The 5th P (people) part of the marketing cycle is taught in more advance courses but one aspect that get left out the equation is the packaging. Now before all you scholars and marketing executives start to chime in saying “Packing is a part of promotion” well yes and no. To just throw packaging in the back like an old pair of running shoes is preposterous just think the color, design and shape are just some of the determining factor that entices a customer to buy a product. Product packaging can speak volumes about a product brand and  has a direct impact on whether you  retain or dispel customers.

We @ www, have a saying around the office ‘Don’t complicate water” which basically means don’t make the situation to complex but let’s use the most vital element in the world as we know it WATER!!! Now water sells itself when you think about the multiple problems water can solve it’s a panacea to mankind but millions of dollar go into marketing and advertising water . Coca Cola reportedly spent $177.8 million on advertising in 2010 plus word around the cooler that coca cola and nestle are getting the squeeze put on them buy privately owner water utillities “True Alaska that own the rights to vast stores of water (and have the capacity to move it in bulk) won’t necessarily weigh the needs of wealthy water-guzzling companies like Coca-Cola or Nestlé against those of water-starved communities in Phoenix or Ghana; privately owned water utilities will charge what the market can bear, and spend as little as they can get away with on maintenance and environmental protection.”(according to

Back to lesson at hand the says” Your body is estimated to be about 60 to 70 percent water. Blood is mostly water, and your muscles, lungs, and brain all contain a lot of water. You need water to regulate body temperature and to provide the means for nutrients to travel to your organs and tissues. Water also transports oxygen to your cells, removes waste, and protects your joints and organs.” So we all can agree that water doesn’t need any introduction RRIIGGHHTT????? WRONG besides the fact when your dehydrated the brand of water doesn’t  matter let’s look at a couple examples of how packaging can attract potential customers  shown below:

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Now which one of these photos “Wets Your Whistle?”











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