Evian miss a trick with new device
A nicely put together video by Evian featuring a little machine you attach to your fridge to order more water. At a Future Laboratory trends briefing last year, audience members were told how simply putting a smiling face on displays encourages interaction (not to mention obedience). But is this device everything it could be?
Firstly, it is self-evident that bottled water is a pain to buy in a shop, only then to have to lug it home. Far better for it to be delivered. But the purchase of bottled water (presumably more than one bottle, as suggested in the video) would naturally be part of a larger, weekly shop, involving other products. Taking it out of the larger shopping process could prove difficult, or worse, make people realise just how much they spend on a product that also happens to come out of the tap, for free.
Secondly, have there been any environmental considerations thought of here? From the video this isn’t ckear, but if you are ordering bottled water to be delivered by vehicle, you’re quickly burning a lot of carbon.
Thirdly, could the tactics deployed in this strategy have been smarter? Presumably the strategy here was to get people drinking more water by taking the hassle out of fetching it themselves. So what about something that could prompt the user. Something that perhaps tried to measure water consumption per person in the household, after keying in the relevant data, to prompt you when you haven’t had your daily suggested intake? Or, even smarter, what about some true M2M activity? We’ve talked about M2M previously, and many brands are still reluctant to engage. This could have been a nice way for Evian to dip their branded toe in the water (no pun intended), perhaps using scales in a smart fridge to see how much water is left, calculating how much time that will take to be drunk, and prompting the consumer with a call to action to order more. Currently this product seems to rely on people motivating themselves to order more.
Evian is a wonderful brand. They perhaps should have thought harder here.