During the class of Marketing Management in a Global Environment, we studied the VOSS Water case. This case presented VOSS, the Premium brand from Norway. The positioning of the product is high-end and everything has been considered to create a strong brand image, from the packaging designed by the former creative director of Calvin Klein, to the distribution channel. VOSS uses an exclusive distribution and has been for a long period exclusively an on-premise water, only found in restaurant, hotels and clubs.
In France, I had the opportunity to drink some Chateldon. Chateldon, also known as ”the water of the sun”, was the first mineral water being bottled and transported in France. Indeed in 1650 a doctor told to the Sun King (Louis XIV) that this water had medicinal properties. The King then chose it for his daily usage, as well as for major events in the Kingdom, including his own wedding. The water was transported by mule from Chateldon to Versailles (almost 300 miles). Currently the Chateldon is an On-Premise water, only found in french luxury hotels and restaurants.
An interesting question may be why such exclusive water is not as famous as some more casual waters such as VOSS? Is there a marketing choice or a marketing mistake?
The choice could be that this water is so prestigious that it is reserved for insiders, enjoyed like a “speak easy” water. However the mistake is that an important communication on the quality and on the history of the Chateldon water may have raise interest both for the water itself but also for the restaurants that serve it. Even if places like the Fouquet’s, or the Lutetia don’t really need additional advertising according to their leading position, several other restaurants may benefit from this image in the foreign tourists’ mind.
Who wouldn’t try the water that the most beloved King use to drink? It’s almost like being part of the Royal Court…
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