November 18, 2005

In addition to the MOM Symposium, I attended InnoTech Austin this week. Great show -- lots of attendees and according to the folks I talked to, a number of good sessions on marketing. (Janet and I were on booth duty all day, so we didn't actually get to attend any.)

Right before I boarded the plane to come home, I purchased a bottle of Texas Crystal water. After taking a large swig, I flipped the bottle over to read the label...and just about choked. Because this is how Texas Crystal decided to describe its "premium" water:

Texas Crystal originates deep underground...it is brought through an orifice without any surface or atmospheric exposure.

Call me crazy, but isn't there some sort of cardinal rule about NOT using the word "orifice" when marketing a food product...?

Posted by at November 18, 2005

Comments

sara email - sara.prblogs.org/

Wow! I can't believe that was actually on a bottle of water. That's a terrible way to market something especially a bottle of water. It seems like something that would be on a Saturday Night Live skit. Don't bottled water companies know how to market their product?

Water has become so important in our society in the last few years and marketing is everything when you're selling water. To me, water is water; however, some people say they can actually taste a difference in the different types of water. I'm sure a bottle that used the word "orifice" wouldn't taste very good. That may be one of the worst marketing phrases I have ever on heard.

I just wonder what goes through a CEO's head when his marketer comes up with something like that. No one can say that is a good way market bottled water. I actually think it's kind of funny that a product uses the word "orifice" because it just sounds so awkward when you read that to yourself. And, like you, I probably would have been a little disgusted by it.

laura email - laura.prblogs.org/

That is crazy!

Especially the fact that Texas Crystal is marketing bottles of water. Water is supposed to be pure and natural and something people drink to nourish their body, inside and out.

Because water is such a huge part of our society, it surprises me even more that they would announce this information on their bottle. Personally, I know the type of bottled water I like and dislike, and I am pretty certain if I saw the word "orifice" on the bottle, I'd have it set in my mind that I didn't like it; no matter the taste.

I have to agree with Sara and wonder what goes through a CEO's head when his marketers come up with something like that. Is there anyone in that company that thinks it is a positive thing they are announcing? I guess there has to be, right? I assume there is some reasoning behind the message they write on their bottles, but I sure don't get it. Hopefully other bottled water companies won't follow Texas Crystal in their label wording.

Natalie email - natalie.prblogs.org/

Yes, orifice is not the most attractive word ever used on a bottle of water, however according to dictionary.com it just means, "An opening, especially to a cavity or passage of the body; a mouth or vent." That could mean many things. But the Texas Crystal water was just talking about the opening of the water source.

I do feel they could have just left the word orifice out their marketing. There has to be a million other words they could have used. I wonder if there was significance behind the word orifice to their company. The word is sort of awkward and doesn't really flow well in their description. I am also sure not every one would know exactly what orifice means.

No matter what is written on Texas Crystal water’s bottle says I am sure if the water tastes great people are going to keep drinking it. They might have lost new customers just like you, Tara. New customers like you might not care about the taste and just me thrown off by the description.

Texas Crystal waters definitely need to alter their description to a word that is smoother and more distinct, that could mean fewer things. The current wording containing orifice is going to continue to throw people like you off every day.

Katie email - katie.prblogs.org/

Orifice? Really? What is Texas Crystal thinking? I'll have to agree that I would think twice before taking a sip of water that surfaced through an orifice. Of course, I know that an orifice is simply a synonym for an opening or a hole, but it has a negative connotation since we usually use it in reference to the body. Although I was surprised to find that Google found 14 definitions on the Web (many of them referred to technical terminology in various industries), I can't believe Texas Crystal would think "it is brought through an orifice" is a good way of describing its purification process. Water is supposed to be pure and clean, and even if most bottled water is brought through an orifice, our society prefers to remain unwitting.

I would like to point out that I'm from the Austin area, and until I read this post, I had never heard of Texas Crystal. Which suggests one of two things: Texas Crystal has limited distribution or it is a fairly new company. Either way, I would expect marketers for the brand to research their publics and the effects of their branding techniques. Especially since Texas Crystal provides custom labeling for special events. It may be limiting its customer base by keeping that phrase on its bottles. I certainly wouldn't pay for my company or event name to be placed on Texas Crystal water as long as the awkward wording remains on the label.

Texas Crystal should rethink the theory behind its label – whatever that theory might be.

ErinM email - www.erinm.prblogs.org

I'm sure that the marketers had good intentions, but so did the people who named a car "the road" - el camino. We are warned to think through our slogans and titles, not just for accuracy but for conflict also. It is not a goal of most companies to insult or disgust their customers.

Texas Crystal seems like they want to convey an image of purity, nature and un-messed around with. This idea in branding has worked well for a number of companies, like Dove shampoo and Ivory soap products. Texas Crystal is trying to take up a part of that market niche. Instead, it has the potential to alienate drinkers with thier first sip.

It was only after drinking some of the produt that you noticed the odd labeling. I would wager that many people don't notice what is written in small print on the side of their water bottles, but if they do, there is great potential for loss of market. I'm sure that people don't think the water has been contaminated by the orifice, but the mention of such an awkward word might be enough. Now, when confronted with a line of blue and clear bottes, people would not grab for the water that comes from an orifice.

Rick Spence email - canentrepreneur.blogspot.com

This is slightly off topic, but I find it interesting that two of the commenters above wonder what "the CEO" was thinking in permitting the o-word to appear on the label.

To me, the notion that the CEO has a clue what is on his bottle is laughable. In my experience, these people are so big-picture focussed that they rarely know tactical details such as these.

And few of them (again, from my experience, which involves having met thousands of CEOs over the past 20 years) have the sensitivity to language that would enable them to catch such a problem. They could not do what they do without trusting their subordinates (rightly or wrongly) to know what they're doing.

Is it good that CEOs are out of touch with the basic touchstones of their business? No. But I believe it's reality.

Great blog! Keep up the good work. Come visit my blog, Canadian Entrepreneur, some time.

http://canentrepreneur.blogspot.com

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