Posted: Aug 04, 2015 at 4:00 PM
(Last Updated: Aug 25, 2015 at 11:21 AM)
Icebox Water is a packaged water product from Canada that comes in what the manufacturer describes as “eco-friendly BPA-free packaging.” This of course refers to the carton that the company is using, which is definitely the most unique part about the product in that this format is only used by a very small number of products. However, it’s definitely not the best looking of the bunch (we’d bestow that honor on Boxed Water). Given that packaging and branding are the key (and maybe only) success factors for independent bottled water brands, we feel as though Icebox needs to rethink its current look. There are certain elements, such as the water droplet and snowcapped mountains, that are generic to the point of being noise that the consumer is likely to tune out. There’s certainly the potential to do something memorable with the name “Icebox,” but the current approach doesn’t feel right. Right now, it feels a bit too gimmicky, with it all being about the novelty of the package. Overall, we do think that there’s some room for additional boxed water products, but Icebox really needs to rethink its approach to branding if it wants to be a serious player in the water category. Whatever the company does, the brand needs to improve its appeal and better connect with the consumer.