How to Hydrate A Boomer

The contents of this internal 1989 Manual is proprietary and may not be copied or distributed except with permission of the Collected Offices of Liquid Accompaniments (C.O.L.A.)

This manual is intended for internal training and development use only and is subject to all signed Non Disclosure Agreements.

Forward

Bottled Water and New Opportunity

The decision to expand into a newly emerging market makes perfect sense, and your role as marketing advocates is essential. The members of C.O.L.A. have the bottling infrastructure in place, the supply chain locked down, and the profit per bottle is even better than our current soda pop and lemonade lines.

This Manual will walk you through the history, the demographics, the advantages, and the profits. We will explore Overcoming Objections, identify Key Concepts, consider Marketing Campaigns, and reveal Long Range Plans.

You will participate in Assignments and your work will become the basis of employment on the C.O.L.A. Marketing Team.

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Since the early 1800's, when Evian put water in a bottle, bottled water has been recognized as special. Seen in quality restaurants , bottled mineral water's naturally carbonated refreshment quietly denoted elite sophistication.

In 1889 Perrier water, in its distinct green- hued glass bottle, made meals more authentically 'French', and the clink of the bottles turned a cold drink in the Summer into a spa experience.

Within the next 100 years mineral water from the America's were bottled, and Perrier began marketing heavily in the United States. Before-dinner drinks, supper clubs, and home bars weren't properly stocked without the squat green bottles.

The biggest advances in the modern bottled water market were in the 1970's when the PET (polyethylene Terephthalate) bottle was invented, Perrier Group bought Poland Spring, then the 1980's when Nestle' bought Perrier.

That brings us to the next big opportunities: we've asked the FDA to recognize 'bottled water' as a beverage, which will surely bring regulations to the industry. C.O.L.A. has learned that PepsiCo plans a launch of a proprietary brand of bottled water within the next five years. This launch cannot go unchallenged.

We expect PepsiCo to expand its marketing to the younger generation, which it has designated 'The Pepsi Generation'), so C.O.L.A. will target full-force an untapped audience: The Baby Boomers.

Chapter 1: Summation of Boomer Hydration History

Baby Boomers are a large demographic, spanning years 1946 to 1964. The older Boomers were of legal drinking age when Perrier targeted their water linked to recreational alcohol use through advertising, but by and large Boomers grew up drinking water from a home spigot, family well, public bubbler fountain, or garden hose. Boomers see bottled beverage containers as appropriate for soda pop, beer, Yoo-Hoo, tea, and milk.

Most Boomers are severely dehydrated; this condition has been their standard mode of operation since they were weaned. Boomers are only casual water drinkers. The average Boomer receives their liquid intake through coffee, soda pop, beer, lemonade, milk, and in the hot Southern States: sweet tea.

These preferred beverages have their own distinctive tastes, and imbibing them at specific times and in specific circumstances has attained ritual status for Boomers. Boomers typically have a quick cup of beverage in the morning, other at lunch, then with a dinner meal.

Coffee by the mug at the morning; soda pop, lemonade, tea, and milk at lunch and dinner, beer and other alcoholic drinks in the evening, at sporting events, picnics, vacations. Beer and soda pop may be consumed by the bottle, however the glassware industry has worked hard and to great effect to ensure there is a specific glass for every drink.

Persuading the Boomer to consume bottled water and eschew their bar ware is a doubled opportunity to be met.

Chapter Key Concepts

• Boomers are already our customers
• Selling more to existing customers will finance marketing outreach to new customers
• Boomers already habitually consume liquids; we will build on this habit

Chapter 2: Boomers; the Target Hydration Market

Why concentrate on the Boomer, then, with their already-established habits and cabinets of glassware?

The answer is simple: Baby Boomers have the highest average household income than any other demographic, in 1989 that is $42,275-$48,592 as opposed to the national average of $30,486. A higher income means more disposable income, and unlike glass bottles, plastic bottles are disposable.

We will establish their problems and present bottled water as the answer. It will be inexpensive, pottable, and available by the case. Since it will be presented by the soda pop bottlers they know and trust we already have a head start in them adopting bottled water.

Linking their slowing metabolism and understandable diminishing youthful appearance and athleticism to the need for increased hydration will be a focus of our campaign, and Boomers are the perfect target audience.

Boomers are concerned about dying. The oldest Boomers are entering their 40's and historically that is prime midlife crisis and self-reflection time. Exercise, vitamins, and travel typically are the things explored at this life stage. in order to improve and prolong life. Bottled water can be linked to health benefits such as clear skin and smooth joints.

Boomers especially embrace exercise, which is good news; running, tennis, step aerobics with Jane Fonda, dance classes, and the newly popular Pilates all have something in common: they leave Boomers sweaty, out of breath, and thirsty. Bottled water is the answer.

Boomers already have embraced the low calorie Crystal Light, made by the pitcher. Although it is early days, C.O.L.A. is pleased to share that we are in discussions with Kraft to develop smaller sized packets to be used along with bottled water and increase profits for all concerned. (Please note that the NDA you signed when you received this manual prohibits the sharing of this proprietary information.)

Chapter Key Concepts

• Boomers have the highest generational income
• Boomers are preoccupied with avoiding death
• Boomers are uncertain about use of supplements
• Boomers sweat a lot
• Boomers embraced the need for water additives, now they will embrace the need for water

Chapter 3: Overcoming Boomer Hydration Objections

Market studies have shown the need to get in front of Boomer objections in order to successfully launch the bottled water campaign. We have identified the most common questions through our market research. Typical objections and responses follow. Use the response space at the end of this manual to capture these and other responses in your own style.

OBJECTIONS and RESPONSES

Objection 1: I have water at home, why should I buy it?

Response: Convenience. Key Concepts: 'water on the go' for the Boomer's busy life style. 'Quench your thirst wherever you may be.'

Objection 2: What makes this water better to drink?

Response: Purity. Key Concepts: 'untouched springs' 'high mountain sources'. Exclusivity of access. 'Bottled water is better for you and you deserve it'.

Objection 3: Water is water. No need to buy it.

Response: Enhancements. We see this as both an Objection Overcoming Opportunity AND the Maximum Growth Strategy.

Boomers are health obsessed as they seek to stave off their own mortality. Beyond the basic offerings, bottled water can be upgraded to increase benefits and profits. The C.O.L.A. L&D group is testing additives such as vitamins, minerals, and electrolytes as we explore separate markets, roll outs and campaigns to maximize each additive.

Market tests showed consumers don't have a full understanding of such additives, don't know what they need or why they need them, and have little knowledge of how to acquire them.

Key Concepts: 'enjoying life', 'vitality', 'sharper mind, 'better sleep', youthful skin', and 'weight loss'. 'Bottled water is part of your healthy, active, youthful lifestyle'.

ROLE MODELS

Elvis Presley was one of the first role models that endorsed bottled water, although his favorite (Mountain Valley Spring Water) was a mineral water. The 'still' water that we will promote, as opposed the the 'bubbly' mineral water, will need its own celebrity endorsement.

C.O.L.A.'s Marketing Team is working with the top agencies on a wish list that will include faces familiar for their endorsement of colas and other soda pop. Early research has surfaced the following possibilities are especially appealing to Boomers. We encourage you to keep these trailblazers and role models in mind when creating print and musical campaigns.

• Michael Jackson
• Tom Hanks
• Madonna
• Brooke Shields
• Whitney Houston
• Rob Lowe
• Carol Burnett
• David Bowie
• Valerie Bertinelli
• Richard Gere

Talks are also ongoing with the new animation company Pixar, to have their characters use bottled water in films, should they create a feature film. There are plans for them to use Mattel and other brands in a work in progress about talking toys based on their short film released last year called Tin Toy.

Chapter Key Concepts

• Establishing unrealized problems that will be solved by water is the basis of our successful launch
• Rephrasing the answers to objections is the basis for our marketing
• Role Models and product placement will bring long term success

Chapter 5: Marketing Campaign Springboards Project

Three campaign messages are targeted for the launch of the C.O.L.A. bottled water:

1. Exclusivity
2. Purity
3. Better Living

Our Marketing department put together the following campaign samples as springboards for your future work.

Assignment:

1) Use the response space at the back of this manual to record your thoughts after the first watch. Then watch each sample three times, recording your impressions and thoughts after each watch.

You will be assigned a group to create your own storyboard for a debut campaign using your group choice of one of these messages. You will have 24 hours to complete this part of the assignment. All resources within the Training and Marketing Department will be available for your use.

2) Each team will appoint a spokesperson to present the storyboard and describe the campaign to C.O.L.A. leadership. The winning team will be hired outright, second place will become interns, third place will be released from this program. (All NDAs will remain in effect for 20 years, regardless of placement in this assignment.)

a) Exclusivity, Natural, Better for You

b) Purity

c) Drink Better, Live Better

Chapter 6: Looking Ahead to Long Range Product Growth

Within 30 years C.O.L.A. predicts bottled water will still have steady growth and profits. We do not proceed fueled only by predictions; we will propel our success by employing the Three Strategies of:

• Flavors
• Accessories
• Customization

Flavors

Flavored water development is already underway and includes research along two tracks: pre-flavored water and self-flavored water (see Crystal Light L&D as discussed in Chapter Two, and Customization below).

Limited seasonal pre-flavored water will give quarterly marketing opportunities.

Accessories

Our customers will buy our water already bottled. The opportunities for branded accessories in development include: sweatbands and wristbands perfect for dance and exercise classes, to debut with the upcoming Flashdance Part Two.

C.O.L.A. water will be used for the 'drench chair dance scene'. (Note that your NDA applies to this information).

Other accessories include T-shirts, visors, bottle holders, ice cube trays engineered for bottle necks, and a Mascot (The Droid H-TWO-OH).

Customization

Beyond pre-flavors, customers will use packets of flavors to mix and match their bottled water to suite their taste.

Choices already in development include lemonade, iced tea, and orange. Market research has shown Boomers are partial to the taste of Tang and Orange Julius, Florida Orange and Mall Walk Orange are two heavy favorites among the L&D team.

Other customization options are Vitamin C, Vitamin D, and Spanish Fly.

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Conclusion and Response Space

Thank you for your participation in the C.O.L.A. Training program for the Marketing of our future success: Bottled Water, with an emphasis on the biggest opportunity demographic: The Baby Boomers.

As a reminder; your signed NDA is binding for 20 years. Any misuse of the information you've received is punishable up to the full punishment allowed by law.

The following 20 pages are intentionally blank for your notes and class participation.

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Vocal Author's note: This manual is a work of fiction, however the research was extensive.

Comments are always appreciated.

You may want to review some of the resources used:

https://www.uclahealth.org/news/article/hydration-and-older-adults-why-water-matters-more-you-age

https://www.globenewswire.com/news-release/2025/01/14/3009353/0/en/Vivreau-Survey-Reveals-Americans-Drinking-Water-Habits-and-Commitment-to-Sustainability.html

https://www.historyoasis.com/tags/bottled-water

https://www.babyboomers.com/what-s-in-your-water-how-baby-boomers-can-stay-healthfully-hydrated

https://leadingedgeseniorcare.com/2025/05/how-much-water-is-too-much-water-for-seniors/

https://fungroupnames.com/generation-names-and-years/

https://tribecabeverage.com/did-you-know-these-8-celebrities-all-own-a-bottled-water-brand-blog/