Archive for August, 2009

Life has never been boring and this last weekend was spent enjoying some wonderfully talented bands playing live music at the Chalgrove Live Music Festival in Oxfordshire, where Aquapax was one of their core sponsors.  sunset over chalgrove

The Festival is designed for people to enjoy live music in a family fun atmosphere while raising money for local worthy causes – this year’s charity was ‘crossroads – caring for carers’.

They had 20 bands booked in total and the face painters and fun-fair helped bring a real family feel to this intimate live music fest, which was real fun to be a part of. spiderman likes aquapax

My son and I took a stand outside the beer tent  to offer ice cool Aquapax original (and energy drinks) to the bands as well as for the warm and weary members of the public – drinking beer for 12 hours in serious sunshine isn’t for the faint hearted, although we met plenty of people willing to try! 

All things considered, the event was well run and there were some genuinely nice people there. We had a really enjoyable weekend in the sunshine and it was great that the weather folk got it so wrong on this occasion!

zebra guy at the CLMF 2009

zebra guy at the CLMF 2009

Bands worthy of a mention from this particular critic were:

The Motowners ; Strange Folk (amazing voice) ; Quo Incidence (if you like that kind of thing) ; All Right Now (must be my generation) ; Jiv’in Jules Jazz Ensemble (pity a lot of folk were still in bed) ; The Whoo (?) Ann Duggan (amazing voice) ; and of course The Kommitments (always end with a good boogie…

Coming home to a warm shower and a proper bed are always a bonus of a festival – or any weekend in a tent for that matter!

A bit of good news this week is that Aqua Amore – ‘the UK’s largest water delivery specialist’ has responded to our customer demand in taking on home distribution for Aquapax across London and the home counties, plus wider distribution nationwide. Now the challenge is to dust off the enquiries database to see if we can bring this new alliance to their attention and help generate some home delivery orders in due course.

Tomorrow’s another day in the big smoke and then Friday is looking like a journey to Peterborough beckons. What is it they say about winners never quitting and quitters never winning…


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Even this far down the road, I still meet a number of people who don’t get the Aquapax proposition and who sadly won’t allow however many seconds it would take to look at our pack design and fathom it out.

official Aquapax logo

official Aquapax logo

The proposition could be perceived as too complicated I suppose, so I keep on trying to simplify my pitch description to capture the essence of what Aquapax is in however many milli seconds people give me.
Current soundbites embrace: “It’s one of the purest mineral water’s in the world – even suitable for infants!” or “It’s pure mineral water sealed airtight and protected from light which keeps it tasting fresh!” or “It’s premium quality natural mineral water in the lowest carbon impact package option on the planet!” or “It’s pure portable water in a leach free re-usable package!” or “I’m an environmentalist and hate plastic – this is my answer to the scourge of plastic bottled water!” or “We won best bottled water of 2008 and it’s not even in a bottle!” or “It’s natural mineral water in a carton, so it stays colder for longer and you can re-fill it when it’s empty!”… there’s more, but I’m sure you get the idea.
While all the soundbites are true, as a brutally honest lady told me earlier today, they’re clearly not breaking through at the level of the masses, where sensational news or celebrity association or selling through years of advertising propaganda are what’s actually piercing the public’s earplugged consciousness. (she didn’t say the bit about ear plugged consciousness – that was me trying to paint a picture of an ignoramous.)
I clearly need to spend some time pondering how to get our marketing message simplified further, to help the mainstream get it.  I don’t honestly believe our premium quality natural mineral water in a paper carton will ever appeal to the entire mainstream, but if anyone has any enlightenment to share, I’m open minded and I promise to give you as much time as you need to convince me – within reason… 🙂

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