Brand Speak : When a Package Drinking Water Bottle Tries to Strike a Conversation

Being an advertising guy, I have always been a big fan of Cafe Coffee Day and its brand promotion strategies.The way the brand has established itself has been the subject of many a case studies across B - schools and ad agencies across India.

While I was visiting the CCD at Xavier Square, Bhubaneswar ( my favorite CCD of the town) today, I could not help but notice the new packaged drinking water that is sold at the CCD. The drinking water bottle has had a complete makeover and it looks fantastic.

As I was admiring the packaging design, I could understand that a lot of smart thinking has gone behind this new packaging design for the humble bottle of mineral water. I actually like what they have done with the the bottle. It gives the bottle a cool, clean and minimalistic feel. The matte finish gives the bottle some resemblance to the packaging design of the cult vodka brand  ABSOLUT Vodka. 

The ‘Coffee Day’ in bold, large , red font gives the brand a strong and unique identity and a touch of youthful rebel. This is a very smart move as the brand has now become a lot more prominent and is clearly visible even from a distance. By distinguishing its packaging, CCD has played it smart by giving the bottle of water a very youthful and lively look.

But that is not all. What struck me instantly and inspired this blog is not just the new packaging design but the copy on the bottle of water, “Get acquainted to the fountain of life in a bottle.In between that go - get - it, just - missed - it, just - for - fun moments,pause for a quick recharge.Sip it or swig it, this water is for the hearts unabashed and souls who dare to love, to enjoy and to dream...”

The brand is capitalising on every opportunity to interact with its primary TG - the youth. Be it the menu, the ambiance or the humble bottle of packaged drinking water, brand CCD is in a constant conversation mode with the young and the restless and for good reasons. I don’t know about other cities but young college goers  and young professionals comprise for almost 70% of customer profile across CCD’s 10 outlets in Bhubaneswar. The very lingo of this beautiful and pacy copy is testament to fact that CCD takes it customers very seriously and hence such keen attention to details.Be it Mumbai or Moradabad,Bangaluru or Bhubaneswar, Delhi or Dhanbad - brand CCD has managed to create an entirely new definition of a good hang out zone.

Kudos the the agency and especially the brilliant copywriter for coming up with such a pacy and relevant copy. It feels as if the bottle is speaking to you, one - on -one. Great job !