de l’eau liquideMore than just survival

Jess Effeney and Kate Austin

Z Z Z

WAKE UP

Drink this. You need de l’eau liquide.

de l’eau liquide,

More than just survival

Brand

• Celebration of life• Makes water exciting and different• Cylinder shaped, plastic bottles with pop up lid• Different flavors, different colours of lids and

labels• Original• Peach• Grape• Citrus

Intended Audience

• Directed towards older teenagers, young adults, middle age professionals

• Targeting groups who don’t think they need water

• Prefer drinking soft drinks, energy drinks, tea and coffee

Theory

• Through creating an emotional reaction through humour and entertainment, a connection can be made with de l’eau liquide (as a brand)

• Meaning derived is very dependent on context and culture (Harrington, 2012a).

• Man asleep in office– Extratextual framing everyone knows the feeling of being drained,

unmotivated and tired at work/school

• Oasis– Culturally understood as a paradise that dehydrated or stranded

individuals hallucinate about (seen in movies, television etc)

• BBQ Pool Party with Beers– Understood in Australia that BBQs are a part of culture and everyday

life

• Both are conventional signs of paradise, quench of thirst, relaxation etc

Signs

• Conventional signs of paradise, quenching of thirst, relaxation

• Extratextual framing• Audiences bring own experiences &

knowledge to understand & interpret correctly

Likely Interpretation

• “de l’eau liquide – More than just survival”• Quench your thirst• Water is always the best option• Nothing is more satisfying than de l’eau

liquide • Leave you feelings refreshed and alert• Variety of flavors, it will brighten up the

dullest of days

Success

• Bottle design is different, and appealing• Flavors are different to already existent ones in the market• Buying into the brand aspirations of;- Sophistication- Alert- Refreshed- Energetic- Satisfaction• Break through the clutter• Entertainment value