I came across Fred Water whilst looking through the PSFK LA conference videos on itunes. Sadly unavailable as yet in South Africa, the brand was brought to life by some frustrated creative marketing types (I assume from the desire to indulge their wildest brand dreams). In a way it could have been anything and i suspect the choice of something as simple as water was part internal challenge, part desire to prove that even water could be a cool brand (although to be fair Evian has also had a crack at it). The brand has become a much loved cult (particularly amongst frustrated creative marketing types…) over the last few years. It’s also a great example of finding a niche, ignoring the rut of conventional industry thinking and winning people over by being so obviously passionate about the brand (to the point of obsession). Fred Water also has a great blog site in FredSpot. The brand has parallels with the approach Stormhoek takes although was applied from conception and is carried through from product design to marketing.

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