WOM about Aquapod achieved 2.5 times more reach than projected, influencing over 2 million purchases

Seeing an opportunity in the rapidly growing bottled water category, Nestle Waters developed Aquapod, a bottled water specifically for kids. In 2006, the client engaged BzzAgent to help launch the product. After the success of the first program, the client decided to launch a second WOM program in 2007 to continue to drive trial and awareness for Aquapod.

BzzAgent engaged 10,000 Agents for the campaign, providing each Agent with a BzzKit that allowed the and their children to try the product:

  • Two 11 oz. bottles of water
  • One “free multipak” coupon
  • Seven $0.50 off coupons
  • Five temporary tattoos
  • An official BzzGuide with product information and guidance on how to spread the word

 

  • Campaign reach was 265% above average and exceeded the reach achieved for Aquapod in the 2006 Campaign
  • 55% of the consumers reached had not heard of Aquapod prior to being Bzzed
  • The parents in the Campaign effectively reached Aquapod's target consumer, talking to other parents with children under 18, teachers and recreational and sports instructors
  • Virtually all Agents and their children had a positive opinion of Aquapod, and most consider it a better product than other bottled waters
  • 81% of Agents' children requested Aquapod by name
  • While Agent consumption of bottled water increased during the campaign, usage of competitive water brands declined with some brands declining as much as 76% from pre- to post-Campaign
  • 90% of Agents distributed coupons and 83% know of at least 1 person who purchased an 8-pack
  • The Campaign influenced nearly 2.5 million purchases

Agent Quotes

“The kids went nuts. They immediately started to pack their snack for school and asked to take the bottles of waters to school. Imagine that, they did not want juice boxes. They wanted water!”

 "Getting these kids to drink water is like pulling teeth, but to have them actually excited about drinking water is nearly a miracle! The kids want to take the bottles wherever they go."