Visión General

El proyecto buscó crear una campaña de marketing que introdujera productos innovadores en el mercado de aguas carbonatadas, utilizando métodos de canvas de negocio para encontrar un mercado nicho. Para este nicho, se desarrolló un producto especial diseñado para personas aventureras.

Ciel, una empresa de embotellado y distribución de bebidas en América Latina, tiene una división de agua que promueve un estilo de vida saludable. El proyecto consistió en crear una línea de productos estacionales para comercializar junto con las botellas de agua de Ciel. El principal desafío fue ofrecer una característica del producto que permitiera la reutilización y redujera el consumo de agua para apoyar al medio ambiente.

Overview

The project aimed to create a marketing campaign that introduced innovative products into the sparkling water market, using business canvas methods to find a niche market. For this niche, a special product designed for adventurous people was developed. Ciel, a beverage bottling and distribution company in Latin America, has a water division that promotes a healthy lifestyle. The project involved creating a line of seasonal products to be marketed alongside Ciel's water bottles. The key challenge was to offer a product feature that allowed reuse and reduced water consumption to support the environment.

Problem Statement

During the development phase, several brainstorming sessions were held with Ciel’s marketing team to clearly define the project’s scope and challenges. It was identified that the growing issue of plastic bottle pollution was negatively impacting the brand’s perception among consumers. To address this issue and improve the brand’s image, the strategy involved creating products that would not only be useful to users but also encourage the reuse of bottles or, at the very least, promote recycling, thereby contributing to environmental protection.

Active individuals who stay healthy by drinking plenty of water also face the challenge of contributing to pollution. They want a product that lets them reuse their bottles, so they can help the environment while maintaining their healthy lifestyle.

Goal

To address the issue, a product line was developed for adventurous people committed to the environment. These products not only enhanced the user experience but also strengthened the Ciel brand during the marketing campaign. The product line played a crucial role, delivering a positive message that changed the brand's perception of recycling and sustainability.

Ideation

During the ideation and concept definition stage, brainstorming sessions and sketches were used to find an innovative idea. Several concepts emerged, focusing on lighting devices. The inspiration came from African techniques where water is used to illuminate homes through refraction. Based on this, prototypes were created with 3D printing to test and assess their technical feasibility.

Design

After completing the technical feasibility tests, the development of the functional prototype began using Rhino and CAD to create the construction plans. Key considerations included material tolerance for injection molding and fitting the product to the bottle. The design also had to accommodate a small rechargeable battery in the top part, ensuring it was water-resistant. Once the prototype was finished, technical and market tests were conducted with the marketing team to assess the potential for mass production.

Impact

The marketing campaign was a major success. Users embraced the product enthusiastically, valuing its positive impact on the environment. Carrying the Ciel product with them at all times increased the brand's visibility and strengthened their connection to it. This boost in brand presence and focus on environmental benefits led to a significant rise in water sales, showing how the campaign effectively changed the brand’s image and built customer loyalty.