Bottled water as a marketing tool

What is one of the keys to successful marketing? Probably in the majority of cases it is a question of getting your message out there to as wide an audience as possible. That’s what is likely to make the medium just as important as the message.

And when it comes to media, what better way than a bottle of water?

According to the Beverage Daily on the 14th of March 2019, UK consumers drink some 4.3 billion litres of water a year – currently increasing at around 7% per annum. That is nearly 65 litres for every man, woman and child in the country

3.4 billion litres (87%) of the total is plain bottled water and the remainder flavoured water drinks. These volumes are expected to continue to increase at a rate of between 3% to 5% until 2023.

In other words, that is a very considerable number of bottles to a great number of people. What better way to get your message across to a huge audience – what better way to market your goods and services.

Bottle it yourself

The even better news is that you do not need to buy ready-bottled water, but can fill them yourself with pure filtered water to create your own inhouse bottled water.

That way, your marketing continues to be seen throughout the infinitely re-usable life of the bottles.

Not only is it a cheaper solution to meeting the burgeoning demand for bottled water – typically working out at less than 0.5p a litre – it also appeals to customers who are increasingly aware of and sensitive to the need for sustainability.


One of the barriers to this expanding market is its reliance to date on putting the water into single-use plastic bottles.

According to the Container Recycling Institute, some 2.7 million tons of plastic go into making the global demand for plastic bottles each year. In the United States alone, the 15 million barrels of oil it takes to produce the plastic water bottles used is enough to fuel 100,000 cars for a whole year.

The most common type of plastic water bottle is made from polyethylene terephthalate (PET) – which is estimated to take more than 400 years to naturally decompose.  Although it may be recycled, the very cheap value of the plastic makes recycling difficult to justify economically – so it ends up continuing to pollute the environment.

In-house bottling, of course, avoids such an environmentally unfriendly scourge with vessels that are design to last throughout endless refills.

Personalised bottles

Your marketing may be strengthened still further through the way in which you personalise the bottles with your company logo.

There are suppliers of filtered-water systems that simply require a computer-generated file of your company logo and even invite you to select the bottle design of your choice. Your artwork is then professionally printed – in the number of colours you choose – directly onto the re-usable bottles you will be supplying to your customers.  

Some suppliers offer personalised glass bottles baked at a high temperature using ceramic ink that is dishwasher safe and permanent – others are not that sophisticated, and some bottles will not be reusable.

Plus, with some suppliers, you can also add custom messages to demonstrate your commitment to the environment, or further reinforce why you have chosen the more sustainable delivery of water.

Delivery straight to your doorstep is then arranged by the company concerned.