If you pick up a bottle of water, there is an expectation in your mind as to the experience you intend to have. You do not want any surprises – good or bad. You just want a bottle of water.
Too many businesses that are supposed to be providing a bottle of water, think a good way to drive sales is to infuse a surprise into the water. They presuppose that such a move will excite the customer and drive sales. All it does is actually frustrate the customer and reduce sales.
If you say you produce water, just produce a hygienic bottle of water. If at every point the consumer wants a bottle of water, you deliver a bottle of water, he will keep coming back.
If you want to innovate, you can play around with packaging, but leave the water alone.
– Osasu Oviawe