Consumers find all sorts of water bottles on the market today. Does anybody really know what they’re made of? Does anybody really care?
Like those familiar song lyrics, they are curious questions to which Thermos, the world renowned manufacturer of food and beverage containers, is going to great lengths to answer. A leader in the beverage container market for more than 100 years, Thermos understands its consumers and knows that they’re interested in materials manufactured without bisphenol-A (BPA).
So when Thermos designed the Intāk™ [pronounced intake] hydration bottle made with Eastman Tritan™ copolyester, a top priority was to let consumers know that the new bottles are made with the BPA free material. As a result, the Intāk™ bottle comes with a special “Tritan™ from Eastman” tag and a message about the material and innovative features of the bottle.
It’s Thermos’ way of saying, “Tritan™ inside.”
“We saw the BPA issue gaining speed so we specifically developed the Intāk™ bottle as a BPA free product,” says Tony Seitz, senior marketing manager at Thermos. “ We looked at other materials but Tritan™ is superior in clarity and durability and so we were one of the first companies to adopt it.
“The partnership in branding not only demonstrates our commitment to the material, it helps us deliver what consumers are looking for at retail and differentiates us from other manufacturers. Thermos is a symbol of quality, as is Tritan™ in the plastics world. It’s a piece of the puzzle that boosts the credibility of our product.”
There’s no question about credibility for a global brand that has been a household name for more than a century. Thermos has been trusted since its original vacuum flask was carried on an Antarctic expedition in 1907. “We’re known as a producer of insulated products but also as a quality manufacturer of containers,” adds Seitz, “so Intāk™ products are a natural extension of our product line.”
Thermos calls it a marriage of form and function: the Intāk™ hydration bottle was created with health consciousness and busy lifestyles in mind. It has a rotating intake meter to keep track of how much you drink and a flip-up loop for easy carrying. The ergonomic design has an easy, push-release hinged lid and tactile grooves in an elliptical pattern that make the 24-ounce bottle both practical and easy on the eye.
The tag on the Intāk™ bottle also gives consumers a message of well-being by reminding them that with the Intāk™ product, they can Reuse, Refresh and Relax. “Thermos is part of the ‘going green’ trend,” says Seitz. “The market has come to see our product category as quite timely – we make containers intended for several years of use.”
In conjunction with launching the Intāk™ line, Thermos started a campaign called Hydration For All and has partnered with charity: Water, a non-profit organization dedicated to bringing clean and safe drinking water to people in developing nations. The goal of the campaign is to educate families on the importance of hydration while raising awareness and building support for the efforts of Charity: Water.
The Intāk™ name represents the kind of “good news” that Thermos wants to convey. And letting consumers know that the product is made with a BPA free material is a key part of that story.