October 2007 – It’s been a whirlwind summer for PURE COOL! Launched at the Fancy Food Show in New York City to an enthusiastic response, PURE COOL has established a significant presence in the marketplace in a remarkably short time. Now the cool water sensation is set to exhibit at Eat.Cook.Drink.Live on Pier 94 in New York City on Oct. 26 and 27, and the National Association of Convenience Stores (NACS) show from Nov. 6-9 in Atlanta.
Watermark has pioneered a new cool water category: a water that is delicious with a cool taste sensation. More than a drink, it’s an experience. PURE COOL is "cool" from a social and cultural perspective, and is fun, edgy and deliciously cool-tasting. PURE COOL goes beyond "flavored" water as this category exists today.
The response to the launch has been staggering. PURE COOL is now in Acme supermarkets in 4 states (NJ, DE, MD, PA) and in Jewel supermarkets in Chicago (both SuperValu accounts). It has been approved by Wild by Nature stores on Long Island, NY for placement this Fall, and is already available at several accounts in the Hamptons, where the shopper mirrors that of Whole Foods, Wild by Nature, Trader Joe’s, and other natural/gourmet stores.
Media reaction has also been impressive. PURE COOL received very positive reviews on Weight Watchers.com, and received a coveted “Best of the Best Summer Drink” award by Dan’s Papers, an iconic magazine widely distributed in the Hamptons and Manhattan.
PURE COOL has also been requested by New York magazine for its VIP gift bag at The Taste of New York in November.
PURE COOL is a truly unique product, as it is full-flavor, cool water with zero calories, zero sugar, zero fructose, zero corn syrup, zero artificial sweeteners and zero preservatives. Delivering the purity of water with patent-pending natural flavor blends, PURE COOL is available in two still varieties, Triple Chill and Tropical Tiki, in 16 oz PET bottles and two sparkling varieties, Mojo Cool and Pear Ginger-Ice, in 12 oz glass bottles. This nutritional profile makes PURE COOL an ideal product line to target hot health issues such as obesity in general—and specifically in children—and diabetes.
For added value, these can be mixed with distilled spirits to make a healthy, hydrating, lower-calorie cocktail. Add rum to Tropical Tiki for a piña colada cocktail… minus the 500 calories, sugar and fat of a regular piña colada—likewise Mojo Cool… adding rum makes a refreshing mojito, and Pear Ginger is great with gin or vodka instead of tonic water; Triple Chill makes a tasty martini. PURE COOL also serves as an alternative to conventional non-alcoholic choices primarily limited to club soda, cola and bottled water. These unique features provide a reason to purchase no matter what the season, making PURE COOL a year-round winner.
There is no other product like PURE COOL. The tagline “What’s Your Cool?™” signifies the limitless formulations and positioning to deliver the perception of social, lifestyle, geographic and seasonal “coolness.” Whatever your “cool” is, there is a PURE COOL for you.
The marketing concept and formulations of PURE COOL were created by Watermark Innovations, based in Southampton, NY. Watermark is headed by Patti Ann Kelly, Ph.D. With 18 years of experience in the food and supplement industry, Ms. Kelly’s career has involved New Product and Business Development, Technical Sales and Marketing, Consumer Research, Manufacturing and Regulatory Compliance.