May 25, 2013
This Arrowhead ad gives the impression of being clean, fresh, and pure. My mom always bought this brand of bottled water, so I grew used to only having Arrowhead. I've realized that there are many, many brands of bottled water and it seems quite ridiculous that there are so many. I mean, water is water right? I'm perfectly fine with drinking filtered water and I don't need a specific water bottle brand. In fact, we don't even buy bottled water anymore. However, I have to admit that the Arrowhead ad has always been appealing because of the "freshness" implied by the purity of the mountain springs. The ad uses the colors blue, green, and white to emphasize the purity and cleanliness of the water. The mountains give off a cool and fresh impression, which we can associate with Arrowhead water. The Arrowhead label also stands out because it is the thing in the ad that isn't blue or green. The red provides a nice contrast to the blue sky.
I was a little confused at the giant drop of water near the top of the page. Then I realized that the drop was coming from the splashing water at the bottom. It's a magnified droplet with an entire scenic view of the mountains and trees. Apparently, Arrowhead water comprises of the freshness of snow capped mountains and deep forest green trees. The ad also says "Every drop of Arrowhead 100% Mountain Spring Water comes from carefully selected mountain springs. When you start with something better, you get something better." The ad is saying that Arrowhead water is better than any other water brand because they choose better mountain springs than anyone else. What determines a better mountain spring from just a mountain spring? However, that doesn't matter to the consumer because Arrowhead is associated with freshness and purity. Who doesn't want that in their bottled water? This ad also uses weasel words when it says "Born Better" because it's saying that it's better than...what? Being born better must mean it's better than everything. That's quite a vague assumption to make.
I think that Arrowhead is the most successful bottled water when it comes to advertising. The only path I think the bottled-water companies can go is the path of naturalness. Arrowhead has used their iconic mountain on their water bottles to make them seem like a bottled water company that is totally natural. The use of the picture of the mountain, for me, is very convincing and makes me think of all the hikes that I have been on, in the back-country of the United States. The sense of freedom I get from the picture is somehow put into the bottled water.
ReplyDeleteI agree with you Cheyenne with the whole "born better" thing. That just confused me. how could water be born? That jus threw me off from this ad.
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