Have you heard of Polar sparkling water? No sweeteners but refreshingly natural!
Polar Seltzer, have you heard of it? It is a sparkling beverage brand established in 1882. Bartender Dennis Crowley considers his sparkling water drink to be the “best” in the world. Under Prohibition, he decided to concentrate on producing soda water, and this brand was born.
If you haven’t tasted it, I think we can try it together. Polar Seltzer uses natural fruit flavors, high-quality water and countless small bubbles. It may give me a very interesting experience. Moreover, their taste has exceeded 18 tastes. Once Polar used carriage delivery, but now their distribution channels are mostly Amazon and convenience stores.
The aesthetics of the web
The first impression in my mind was of a cute white bear, surrounded by countless fruits and bubbles. The light blue background and dark blue logo gave me some illusions about them. For example, cool, calm, stretch, fruit smoothies and dreams.
The aesthetics of web pages can often help consumers resume brand impressions and purchase intentions, so the balance of color and text is very important. They looked at this picture from the perspective of consumers. The color tone is synchronized with the brand tone, and the advantages of the product are also demonstrated very well. When you browse for more than 5 seconds, you will hardly forget this refreshing light blue background and the icon of a white bear.
When you browse for more than 15 seconds, you will notice that it has a limited edition sparkling water packaging. The unicorn packaging that impressed me the most. It uses a macaron-like color scheme and a fantastic pattern. Polar highlights ice, cold, and comfort in web design. They have captured the attention of consumers.
Brand characteristics and tonality
Polar wants to say: We are really very good. Their main product features are no sugar, no calories, no salt, no MSG and no gluten.
Polar hopes to tell their customers: Please don’t worry too much, you just need to quietly enjoy the natural flavor and tiny bubbles.
They know very well what kind of people their target customers are, and hope that while delivering good products, they also let customers understand the aesthetics of packaging design. Childishness and artistic sense make this brand very interesting. Each different taste has exaggerated packaging, which undoubtedly makes consumers feel the diversity and the desire for exploration. These packages all show that the brand wants to tell us that our tastes and formulas are carefully formulated, please explore it. This information is just like what its founder said: Our sparkling water is “the best”
Is artificial intelligence used? Or other smart tools?
Not yet. This is the insight that Polar currently lacks. In fact, when customers clicked on the website, they didn’t expect it, but when some smart tools might help Polar retain customers. For example, fun quizzes on web pages, gift explorers, and so on.
I think they are promising, because Amazon is a cooperative distribution channel, and Amazon’s Alexa has the first market share in artificial intelligence speakers in the United States. Therefore, I very much look forward to them developing more new features on their web pages, because this will allow users to generate connection, resonance and brand loyalty. Consumers will also be moved because they know that Polar is trying to explore and solve some of their problems, including dimensions such as emotional value and entertainment.
