Drink Healthy, Drink Sustainably, and Drink Ethically with Waiakea Water

Waiakea is the first volcanic bottled water company from Hawaii. Their mission is captured in their slogan: “Drink Healthy, Drink Sustainably, Drink Ethically.” They have become known for their high quality, sustainably produced water and their efforts to distribute clean water to places in need. Waiakea water originates as rain and snow-melt at the top of the Mauna Loa volcano on the Big Island of Hawaii. During its 14,000 foot descent to the bottom, the water is filtered through porous lava and naturally instilled with minerals like calcium, magnesium, and potassium, giving it a slightly alkaline pH. Waiakea’s water is bottled in BPA free, recycled plastic which requires 85% less energy and 90% less water to produce compared to traditional water bottles, and reduces carbon emissions over 90.4%. Waiakea worked with The CarbonNeutral company and Ecometrica, companies which specialize in emission reduction, to reduce their environmental impact to net-zero.

Waiakea is known for their humanitarian efforts. They donate 650 liters of water to places in need for every liter sold, which is estimated to be 5% of the company’s revenue. Waiakea partnered with the company Pump Aid to help distribute clean water in rural parts of Africa. Through the partnership, Waiakea has helped to install 4,230 water pumps in the country of Malawi and provided 1.35 million people with clean drinking water and sanitation. Their efforts in Malawi have helped lower cases of malnutrition and disease. Waiakea hopes to expand their efforts to the arid sub-Saharan region.

Since their creation in 2012 by Ryan Emmons, Waiakea has seen rapid growth and gained worldwide acclaim. Bottle distribution increased from 2,304 cases to 122,400 cases in three and a half years and is available in national food chains such as Whole Foods. Between 2014 and 2016, the company saw growth of 1,059.3%. The recipient of numerous awards, Waiakea was the most awarded beverage in North America in 2015. Currently they are ranked 414 in the Inc. 5000 list of fastest growing companies in America and will be honored at the 2017 Inc. 5000 conference for their sustainability and humanitarian achievements.

Figuring Out The Audience for Marketing

One of the most important aspects of marketing is figuring out the audience for marketing. Well, this is one of the methods that make marketing a lot easier. For one thing, people who know their audience are going to have a much easier time selling their products. However, there are steps that are to be taken in order to know the audience. It takes a while for even the most skilled entrepreneur to get to know the audience that he is addressing if he is an unknown person. Fortunately, the process is rather simple. There are also plenty of options that people could use in order to make it easier.

In the case of Evolution of Smooth, https://evolutionofsmooth.ca/, the audience that they must reach is the millennial audience. These are the people that were going to be spending the most money on cosmetics and fashion. Therefore, it is important to take the time to know the millennials. Among the aspects of the culture to learn about is the habits. For instance, the most important aspect of marketing to millennials knows how to reach them. There are tons of media platforms like Facebook that need to be used in order to successfully reach the audience with the offer of products.

In the case of Evolution of Smooth, the products that are being offered are EOS lip balm. Millennials are especially concerned about the condition of their lips since it is often easy for them to dry up. While dry lips don’t look good, there are other issues that could occur with chapped lips. EOS has worked hard to provide something that works well beyond the efforts of Chapstick. After all, it is better for one to find something with the latest and healthiest ingredients for their lips. EOS has done everything they can to make sure that the products are good for the lips.

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