I Couldn't Like The CanO Water
I recently tried CanO Water, the new canned water on the market. I thought it was a great idea when I first saw it at the Tesco. Interestingly, however, my experience wasn't that great. I blame this on my brain, because, there was nothing wrong with the water or the packaging.
Since 1985, I have expected to drink carbonated drinks from a can. For few of years, I drunk Iced Tea, but this still isn’t water. This previous experience meant that, when I drank the CanO Water, my brain was expecting something fizzy, not water.
Honestly, I didn't enjoy the experience. The product was perfect; it ticked all the boxes in the marketing book. Unfortunately, they failed to consider how the human brain has been wired by the experience of drinking fizzy drinks from cans!
We expect some CO2!
As my brain was expecting CO2, it experienced the sensation of water to be fairly confusing and unusual. When I drink a fizzy drink, my body expects some relief from the CO2 gases. Unfortunately, the canned water didn't offer this experience. It offered a similar experience to drinking water from a glass or plastic bottle, although the flow of water was lower from the can, arguably making it a less positive experience than a bottle.
I expect what you are reading does not make any sense at all. Sadly, this unusual experience prevented me from buying the same product again. Also, CanO Sparkling Water was not available at the Tesco. Had it been, this may have been more in line with my expectation of canned drinks.
When I see CanO Water, my brain frames it as something very different to simply a can of water. It cannot accept that it is just water inside a metal can. While I was drinking water from the can, I didn't have a unique or distinctive experience.
So, what can CanO Water do?
In my personal opinion, they should focus on creating positive memory associations with the product. This way, a neural network association will be triggered when people see it in a store. Water is not a particularly remarkable product; therefore, it needs to develop a greater appeal through different associated strategies.
When a product is associated with an action or memory structure, it will create a priming effect. This effect results in consumers perceiving the product in an entirely different manner; influenced by our subconscious mindset and automatic thinking.
They need to think about how they can frame a can of water. Could they show the end result of using the CanO Water? What is the goal?
Marketing the product as a luxury water will not be helpful, because that space is already occupied. Targeting people who want to look cool will limit the range of the audience. People do, however, need to drink water to survive.
Framing CanO Water as a social norm for social activities could have a positive impact. They have already been doing this. Probably, they need to increase the number of advertisement campaigns.
Even people like me, who expect some CO2 from canned drinks, will perceive the product differently. If, it could be offered at the WeWork offices or university festivals.
There is lots of potential for CanO Water assuming they consider human psychology in their marketing campaigns.
Photo Credit // CanO Water