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Real Choices at Helen of Troy Did you drink your eight classes of water today? Medical experts say that specific advice is outdated, but the need for water drives many of us to grab a Dasani, Aquafina, or other brand of bottled water out of a vending machine. Marry consumers now get their water out of the tap or water fountain and keep it cool in a stylish reusable water bottle. One brand of water bottle has managed to become the top choice for water consumers-the Hydro Flask that the Helen of Troy corporation manufactures. Its rise to number one was driven in large part by establishing and maintaining a strong brand that some customors say they not only preler but love. The Hydro Flask was created in 2009 by a couple who were tired of drinking lukewarm water. Travis Rosbach and his girlfriend Cindy Weber improved upon the double-wall vacuum insulation bottles that the Thermos Brand invented back in 1904 by making its new bottles stylish and colorful and romarkably effective at keeping cold drinks cold. They first sold their innovation at the county fair and later at farmers' marcots in Bend, Oregon, an area full of hikers and campers. As proof of their product's thermal capability, the founders put ice in the bottles the day before and then showed prospective customers how the lo cubes were still floating inside-even after having been in the hot sun for a day. That demonstration converted many prospects to customers and led them not only to buy the product but to bring their friends a W piuminoy VUOL DIWYL to see this new bottle The original inventors sold their ownership stake to an investor to keep up with the company's growth, and that investor later sold to consumer products conglomerate Helen of Troy. The new corporate owner brought both money and distribution relationships that helped propel Hydro Flask's growth even further. External factors also played a role. A greater interest in more nutritious eating and exercise contributed to an awareness of the role of water in good health. This contributed to bottled water's growth in popularity, surpassing the sales of carbonated drinks in 2016. But some consumers were concerned about the environmental impact of all those plastic bottles. The 2008 recession may have also impacted reusable water bottle sales as consumers tightened their budgets. Hydro Flask's marketing etforts, most notably its focus on design and variety in its product offerings, have also helped. In addition to perfecting its tundamental cooling functionality, the company focused on the aesthetics of its product. The bottle's exterior is powder-coated, a painting technique that looks great and is durable with a slight texture to it for an easier grip. A variety of bright colors and a whimsical logo make the product noticeable-particularly since it is too large to hide away in a backpack. The company also employed an approach similar to the technique used in the company's early farmers' market days to win over distributors. Hydro Flask sales reps would leave bottles of ice water at dealer offices and then ask them to call when the ice melted. These marketing efforts, with some help from the external factors, led to significant sales growth; in 2019, purchases of Hydro Flask increased 239 percent. But the more impressive part of the Hydro Flask story is the depth of affection that its customers have for the brand and its products. Founder Rosbach recalls that his first customer at that county fair almost started crying when he saw the unmelted ice in the bottle. Whitney Todosiev, a Palos Verdes High School junior, says about her Hydro Flask, "Now that I have one, realize that I love mine." She has even given her bottle a name: Barry. According to Scott Allan, the brand's former global general manager, "Customers came up to us and didn't just say, We love your product or We love your company," says Allan. "They were saying, We love your brand." What's behind all this brand love? Customers clearly appreciate the functional value the product delivers (that ice just won't melt). But they also seem to like what the product and brand say about them as users. Carrying a water bottle communicates that health is important and that exercise or outdoor activities are part of one's life. It could also signal concern for the environment. These priorities are hallmarks of a particular type of consumer known as "VSCO girls," so named for their prolific use of the photo sharing app VSCO. These teens are known for their beachy, California style" and their concern for the environment. They are also concemed with having all the right accessories, including the Hydro Flask, that appear in many of their social media posts. Hydro Flask's focus on personalization allows VSCO girls and other customers not only to choose their bottle style and color but to dress it up with stickers and other marks of their personal style. The attraction to reusable bottles is not limited to teons; 74 percent of millennials reported owning one "With millennials, fitness and health are themselves signals," says Tlin Erdem, a marketing professor at NYU. "They drink more water and carry it with them, so it's an item that becomes part of them and their self- expression." One researcher suggested that the water bottle has become a "comforting, adulty binky," with users having one they take when they exercise, one for the car, and one they use at the office. The tendency to own more than one Hydro Flask is one key to the brand's continued growth. Hydro Flask offers limited-edition series and opportunities to mix and match different colors and accessories, which supports a marketing strategy called "just one more." The company also has the opportunity to expand internationally and to move into new categories like insulated grocery totes and hydration packs. The success of these growth plans will largely depend on whether the Hydro Flask continues to be the reusable bottle among VSCO girls and the other consumers who love to use it and love to talk about their love for the brand. Among those is a fan of the brand who said, "I will be buried with all of my different sizes of Hydro Flask. Maybe by then Hydro Flask will come out with a coffin, so I can be buried in that, too." How's that for lifetime value48 a Questions for Discussion 9-30. What brand (in a different product category than reusable water bottles) do you love or at least have a strong affection for? Translate the reasons that you love your brand into generic attributes to which other brands could aspire (for example, "high quality" or "rugged") 9-31. For the brand you identified above, which attributes that you listed do not directly relate to the performance of the product (for example, "sophisticated")? What marketing tactics may have influenced your inclusion of those brand attributes in your list? 9-32. Helen of Troy has a history of growth and expansion of its product offerings. Its goal for the future is to continue growing its products, including the Hydro Flask. Describe three possible growth strategies Holen of Troy might consider for Hydro Flask. What are the pros and cons of each? Which one would you recommend and why