Famous Last Words: Spin-marketing
An Omission From the VOSS Web Site
Not included on VOSSwater.com is the 2005 headline and subhead in Aftenposten News from Norway:
Conflict erupts over trendy “Voss” water.
The bottlers of trendy “Voss” water from Norway want to limit local access to its source in a southern valley in Agder. For the time being, residents continue to use “Voss” water for everything from watering plants to flushing the toilet.
What I believe Harlem and Sandberg have come up with is an entirely new marketing genre: “spin-marketing.”
VOSS acquired the world’s most common substance (water) for free, did nothing to enhance it and—through dazzling spin and elegant packaging—persuades diners to spend up to $6.75 a bottle at upscale restaurants, hotels, spas and clubs around the world. It is served exclusively at such events as: Sundance Film Festival, New York Fashion Week, the Emmys, Golden Globe and SAG Awards, and the Miami Polo World Cup.
If a couple of Norwegians can make this kind of splash out of a substance so common that it does not even qualify as a commodity, just think of the spin you could give your products and services by applying these techniques.