Lynda Resnick on the Power of Personality

Question:\r\nWhat is the personality of Fiji Water?\r\n\r\n

 

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Lynda\r\nResnick:            Yeah.  FIJI Water, when we purchased FIJI\r\nWater about 3 or 4 years ago, they have this square bottle, they had different\r\npackaging, different graphics on the packaging, and there’re unique selling\r\nproposition, if you will.  Their\r\nslogan was “A taste of paradise.” \r\nBut when I became involved in that water business, when we made the\r\npurchase, it was up to me to review the marketing, see what I wanted to keep\r\nand what I wanted to change.  I did\r\na lot of research in the water business and I found out that 55% of the water\r\nout there is actually from the tap. \r\nThe Dasanis and Aquafinas of the world are tap water from the municipal\r\nwater system that are, then, purified and put in a bottle.  And then, you have spring water like\r\nEvian and waters like that, that are almost on the surface.  They come from an underground spring\r\nbut they’re on the surface.

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And\r\nthen, we have this water that we were selling that came from an underground\r\naquifer.  The water fell as rain\r\n200 years ago and went through this volcanic rock and picked up silica and the\r\nelectrolytes and the fluoride and so forth and was protected by this volcanic\r\nrock.  And the only way to get to\r\nthe water was to put a borehole through and have the water come through her\r\nmedically sealed pipes.  And so,\r\nour unique selling proposition, our personality became untouched until you\r\ndrink it.  ‘Cause that water’s been\r\nuntouched for all these years.  And\r\nthat was really set us apart from the taste of paradise, you could say, about\r\nany water that came from any remote area but untouched until you drink it.  We’re probably the only people in the\r\nworld that can say that. 

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Question:\r\nWhat is the personality of POM Wonderful?

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Lynda\r\nResnick:            Well,\r\nPOM certainly has a personality. \r\nThat little bottle shaped like me, you may have noticed.  We make that bottle the person so you\r\nrelate to that bottle.  Now, the\r\nthing about POM is that it’s backed with all these peer-reviewed science.  It really is health in a bottle.  It’s not just the juice, it’s full of\r\npolyphenol antioxidants.  It’s\r\ngreat for your circulation.  It’s\r\ngood for men to ward off prostate cancer. \r\nIt’s 40% as effective as Viagra. \r\nIt’s got fabulous attributes. \r\nAlzheimer’s, pre-natal birth defects, on and on, all of that is on our\r\nwebsite and we continue with our scientific research. 

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But\r\nthere’s only so much you can say in advertising.  But when you see that little bottle with the news around its\r\nneck that’s cut and it says, [IB] death, you really empathize with the bottle\r\nand with all of the attributes or forever young where it has a hula-hoop that\r\nit’s trying to keep up or whatever. \r\nAnd the personality of the brand is kind of sassy but charming.  It’s your friend.  

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Recorded\r\non: March 17, 2009

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Roll International Co-Chair Lynda Resnick on the secrets to effective advertising.

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