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25 Water Bottle
In a meeting room in Manhattan's Hudson Hotel, Robert Rheaume and four of his colleagues are pouring over 500 graphic designs. outpost. To help guide his team's design picks, Rheume has partitioned the room into seven sections--each corresponding to an imagined Sigg customer. Among them: the "Whole Foods Woman,[link widoczny dla zalogowanych]," who lives in a city,[link widoczny dla zalogowanych], practices yoga and buys organic produce; and the "Geek Chic Guy,[link widoczny dla zalogowanych]," who listens to Radiohead and wears vintage Converse sneakers. The marketers deliberate over the smallest details,[link widoczny dla zalogowanych], like whether to use aubergine ("eggplant") or fuchsia. (Aubergine won.)
reFacebook"We came to New York to be in an environment that would inspire us,[link widoczny dla zalogowanych]," says Rheaume, 42. "We stayed in a Philipe Starck-designed hotel. We wandered around the meatpacking district. We hung out at caf in Nolita."
All this for a water bottle. and began repositioning Sigg. distributors sold Sigg in specialty outdoor stores,[link widoczny dla zalogowanych], where climbers valued the container because it was lightweight. Now it has become a lifestyle necessity for the eco-guilty, who don't want to add to the Earth's landfills or poison themselves with plastics. Rheaume claims that Sigg USA's sales have increased 130% a year since the relaunch. market represents over 70% of Sigg Switzerland's overall sales.
There is history. In 1908,[link widoczny dla zalogowanych], Ferdinand Sigg, who specialized in metal processing,[link widoczny dla zalogowanych], built an aluminum product factory outside of Zurich. He and a colleague, Xaver Kung, manufactured and sold aluminum bottles, frying pans and saucepans. In 2003 Cleveland private equity firm Riverside Group bought Sigg from a German investment company,[link widoczny dla zalogowanych], Afinum,[link widoczny dla zalogowanych], for an undisclosed price. subsidiary in Stamford,[link widoczny dla zalogowanych], Conn., with the idea of making waves. They hired Rheaume and Steven Wasik, who now runs Sigg Switzerland. The men had worked together at Chanel and at Naya, a bottled water company. team began commissioning annual trend reports from agencies around the world. From there,[link widoczny dla zalogowanych], they compiled a brief and send it to 100 designers.
Every year,[link widoczny dla zalogowanych], Sigg chooses from 3,000 different designs; winners get names like "Girlie Skull" and "Samurai Spirit." Apparently, that kind of display allows you to charge $17 for a 10-ounce kids' bottle--and $30 for a one-liter "limited edition" bottle,[link widoczny dla zalogowanych], designed by the likes of Michael Kors and Donna Karan. marketing strategy around what they call three "brand pillars"--Sigg's Swiss heritage,[link widoczny dla zalogowanych], its design and its eco-friendly function. They hired a PR agency to help get bottles into the hands of celebrities, like Julia Roberts and Cameron Diaz,[link widoczny dla zalogowanych], known for their environmental leanings. They sent bottles to several hundred eco-minded bloggers and bought ads in magazines like Yoga Journal, Backpacker, Vegetarian Times and Dwell. To increase the brand's cache, Sigg fell back on an old trick: it raised prices by up to 25%.
Rheaume and Wasik also pitched to mainstream retailers. Patagonia was carrying Sigg's competitors--plastic bottle manufacturer Nalgene and Klean Kanteen,[link widoczny dla zalogowanych], which makes stainless steel bottles. Rheaume insists he convinced the stores that Sigg is more environmentally friendly than its competitors, which are either made in China (Klean Kanteen) or can only be "downcycled,[link widoczny dla zalogowanych]," not recycled (Nalgene). What's not to like for retailers like Whole Foods
(nasdaq:
WFMI --
people
) and Patagonia,[link widoczny dla zalogowanych], which started carrying Sigg in 2007? They can make more money than they can with Kanteen ($1 and Nalgene ($6) bottles.
The concern last year over Bisphenol A, a chemical that makes plastics stronger and clearer,[link widoczny dla zalogowanych], made Rheaume's sell somewhat easier. A government report in April linked infant BPA exposure to changes in gland tissue that could lead to cancer. Nalgene says that they began phasing out bottles that contain BPA in 2007, but didn't sell non-BPA bottles until soon after the report. Sigg capitalized on the controversy by punching up marketing material with phrases like "BPA-free."
"Using bottled water is now perceived as immoral as smoking," Rheaume says grandly. But in some minds, so might spending 25 bucks on an "eco-hydration bottle."
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