Project Objective:

We aimed to understand how Rambler, a sustainable local sparkling water brand, stands out in Austin’s competitive market. Our focus was on the influence of packaging, taglines, and messaging on consumer views related to health and environmental values.

Methodology:

We ran an online survey with over 700 participants via social media and text, examining their knowledge and behaviors related to sparkling water, nutrition, and eco-consciousness. Participants were shown two types of can packaging to assess its impact on their health perceptions and purchase intentions.

Key Findings:

1. Willingness to Pay:

   • Messaging about Rambler’s limestone process and minerals influenced the willingness to pay among health-conscious consumers.

2. Effectiveness of Environmental Messaging:

   • Rambler’s can design and messaging resonated well with eco-conscious consumers, with higher eco-consciousness linked to greater purchase intent.

3. Consumer Behavior:

   • Frequent sparkling water drinkers showed less willingness to pay for Rambler over other brands, highlighting potential market segments and opportunities.

4. Health Perceptions:

   • Packaging and messaging had a minor effect on health perceptions, but indicated a need for clearer health-related communication.

Summary:

Our research provided insights into how Rambler is perceived in terms of health, nutrition, and environmental impact. It also revealed opportunities for Rambler to enhance its market strategies, particularly in clarifying health benefits.