Bottled Water for Dogs

This month, Cott Corp. put their new item, Fortifido, on the market. It is a bottled water that is fortified with vitamins in order to encourage healthy bones, skin, and teeth as well as freshen the breath of household dogs. In addition to this interesting new approach to bottled water, Bot Corp. has decided to specialize a line of water all their own, only this time geared toward children with fruit flavored water that doesn't include any sweeteners or preservatives.

These companies are setting their sights on the bottled water market because numbers over the last year prove that it is a growing one, where soda statistics have remained stagnant for the most part over the last few years. Cott's director-innovation wants to remain "ahead of the curve" when pushing new innovative products like Fortifido. He feels as though pushing their way into the $40 billion pet industry is a smart move for their company due to the fact that pet trends seem to often follow closely behind human trends, and in the human world - the bottled water industry is booming with new ideas.

Accordingly, Bot Corp. feels as though their new 12 oz. bottled water will be geared from anywhere "from tots to tweens." Bot's campaign plan includes three commercials and print piece which are geared toward kids as well as their parents.

Both of these corporations feel as though niche products are what is in right now, and if you want to make an impact in the market, you have to create a niche that is all your own... or at least a spin-off of an already created one.

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