If you bottle it, they will come

A month or so ago, I found a bottle in our office building’s fridge that was quite intriguing looking. It was so intriguing looking, in fact, that I asked everyone in our office if they owned it. No one did, so I researched the product online to find out more about it.

The GT’s Enlightened Organic Raw Kombucha website was easily findable and informative. It told me exactly what I wanted to know: What is this kombucha? And where can I find it?

As it turned out, I could find it at the Von’s across the street, so my co-worker, Cynthia, and I went on a mission to track it down.

Fast forward to today. Cynthia and I are both addicted to GT’s Kombucha. We buy many at a time, drink them regularly and have introduced the product to several other people – who will likely introduce it to several other people.

It’s one of those addictions that’s fun to have. Yesterday my friend Nicole went to buy a bottle to try. Her Von’s didn’t have it in stock, but the cashier gushed about the stuff when Nicole inquired about it. Last I heard via text, she was on a mission to find some.

GT’s website even has a photo gallery of people posing with their GT’s Kombucha bottles. Strange? Maybe a little, but it’s also kind of fun – like joining a secret club. I’m thinking of sending them a photo of me with my GT’s bottle to see if they’ll let me join.

So what’s my point with all this?

From what I’ve seen so far, the bottle’s namesake, GT, has done everything right. His bottles are eye-catching and intriguing looking. He has an informative, user-friendly website. His products are available in stores people frequent. And his product is good. (And, if he’s being honest with us, they’re also super healthy!) From a marketing perspective, it’s an interesting case study indeed.

~Melissa Biernacinski serves as Director of Media Relations for Imagine Communications.

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