My wife couldn't resist buying a bottle of Fred Natural Spring Water she saw in a bodega near New York University. Then she brought it to me and said, "I have a story for you."
"Arggh," I cried, "let's hope someone has written about it because I'm hand-tied here when it come to original reporting." Well, thankfully, they have.
Communications Arts tells us that designer Steve Hellerstein was commissioned by an ad agency,
thread, to develop visual concepts for the launch. The
brand strategist, creative director, writer, designer and photographer sat down one day and what should emerge but Fred -- "a bottled, natural spring water with a personality, a social life and a
point of view."
Fred's
landing page informs us that he's rolling out in New York City. Click to enter the site and you find a blog
replete with YouTube videos with tangential relevance to brand Fred, such as a chap jumping into a pair of pants from various perches and some engaging street performers. Friends of Fred, no doubt.
He's also on MySpace.
Rachael Ray has awarded Fred a "Best Looking Bottled Water"
virtual trophy on her site, which conveniently
allows you to buy him, too ($30 per 20-unit case). A more hands-on reporter might investigate why Ray doles out so many trophies (like the one to hiOsilver Oxygen Water, which, in return for claiming
six times more oxygen than regular water, grabs a kudos for "Biggest Ego Bottled Water") and not simply imply that it's all about the shopping cart.
Then, what should I
discover at
Bottled Water of the World but that Fred's home alpine spring is in Livingston Manor, N.Y, one of my favorite places
on God's acquifer earth. "Fred is different. He's dimensional. He's engaging and clever. Fred loves meeting people and hanging out and has an ergonomic shape that makes him easy to
hold and convenient to carry. Some call Fred 'the total package.' Fred, however, prefers 'friend,'" we're told.
And so, Fred sits in front of me on my
bookshelf. My new Best Friend Forever. At $1.75 for 16.9 ounces, I can't afford to drink him
advertisement
advertisement
.
Read the whole story at Communications Arts, Everyday With Rachael Ray, Lovefred.com, Bottled Water of the World »