transforming a funky bottle into a social brand
The SIGG bottle is one of the products I have come across not once and it’s a fantastic example on how to mix just the right dozes of design, creativity and marketing. Created and produced in Switzerland since 1908, the 100% recyclable aluminium bottle quickly became famous, making its way to the permanent exhibition within the Museum of Modern Art in New York.
Once a niche product for climbers and hikers, it soon got adopted into mainstream as a fashionable daily accessory – it was versatile, had a funky design and was tapping into the trend towards sustainability and environmental awareness.
It’s really extraordinary the way they shifted the product in terms of marketing communication with the eco friendliness statement at its core.
The SIGG bottle was shaped into a Social Brand, a brand that goes beyond the product’s pure functionality, sparking conversational cycles across the web and generating consumer engagement. It’s not about buying a nicely designed bottle, it’s about the sense of belongingness to the community that already embraced the brand!
Here’s 2 really cool initiatives that got my attention:
SIGG – Stay hydrated: a free iPhone app that monitors your water intake, making sure your body stays healthy.
Play SIGG: a great example of consumer generated marketing and creative co-creation. Behind this idea are a bunch of young talented Japanese that used no less than 520 SIGG bottles and a HD projector. Go ahead and watch the video, it’s awesome!
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