Singapore company "determined to prove that distilled bottled water is better"

Making waves in the water industry
Business Times 30 Sep 08;

Candid Water Cooler is determined to prove that distilled bottled water is better choice, reports MELISSA YEO

WHETHER it's mineral or distilled, glacial or spring water - to the average Singaporean, bottled water is bottled water. But in truth, not all bottles of water are alike. And Candid Water Cooler is determined to prove that. Eighteen years ago, Candid Water Cooler entered the water processing industry as the only manufacturer and bottler of distilled pure drinking water in Singapore, retailing its bottled water under the brand name Alpheus.

According to Candid Water Cooler, drinking distilled water provides health benefits that drinking mineral water does not.

In the distillation process, the water is heated till it boils, removing impurities from the water. The steam is then condensed into liquid form, leaving it free of minerals, chemicals and other contaminants.

'In distilled water, the water is devoid of any minerals,' said Nick Lim, managing director. 'The water that we provide is completely pure. It even tastes better.'

There exists a common misconception that minerals are always beneficial, said Mr Lim. Consumers often lack the knowledge to determine whether the minerals in mineral water are truly needed or not.

'Water should only be replenishment for your daily water loss through dehydration,' he said. 'As long as you maintain a balanced diet, you do not need to drink water with minerals in it.' However, distilled water has not always been perceived as the healthier choice.

'Initially, people were so used to drinking mineral or tap water,' said Mr Lim. 'They'd seldom heard of distilled water for drinking. It was quite an uphill task, going door-to-door, slowly trying to educate people on the differences in water and the availability of distilled drinking water.'

Even now, there is much debate on whether drinking distilled water is healthiest. Analysts have suggested that distilled water leaches beneficial minerals from the human body, which can be useful for detoxification regimens, but harmful in the long run.

However, Candid Water Cooler maintains that this belief is mistaken. Rather, it supports the view that distilled water collects and removes inorganic minerals that have been rejected by the body, thus evacuating them and preventing their harmful effects.

Education is thus an essential component of Candid Water Cooler's business strategy. Mr Lim said: 'It's important to continue bringing forth this message: that there is a health benefit to drinking distilled water which many are not aware of.'

Branding has also taken on great importance to Candid Water Cooler's success. In August, the company launched a rebranding campaign for Alpheus - its first move to rebrand since its establishment in 1990.

'This is a new milestone for us,' said Mr Lim of the campaign, a $1 million investment. 'We are pulling ourselves away from what we have always done, in order to compete.'

Conceptualised over a year ago, the campaign introduces a new bottle and label, as well as a fresh tagline: 'Be good to yourself.'

'Branding is very important, even if you're in a different line of business,' said Mr Lim. 'It must have a message: what is it about your product that you want consumers to appreciate?'

However, aside from increasing the appeal and visibility of one's product, rebranding has a further purpose for Candid Water Cooler.

'Most people focus on the end result of rebranding: how much sales it will generate,' said Mr Lim. 'But it also helps to garner the support of the company's staff.'

Rebranding helps to assure staff members of their company's direction and viability, said Mr Lim.

'When a company that has been around for so long can undergo a major change, it reinforces the staff members' confidence,' he said. 'It assures them that the company is not stagnant or unprogressive. If your staff don't believe in their own company or product, you will not succeed.'

In addition to bottled water, Candid Water Cooler also produces and provides commercial bottled dispensers and pressure water coolers, such as those found in offices and schools.

'A significant portion of our yearly turnover is invested in upgrading our equipment,' said Mr Lim. 'We want to make sure we are consistent in providing a quality product.' They also provide customised OEM water bottle labels for organisations or events, and are the only local operators to provide this service.

'With this rebranding campaign, I think we can go further,' said Mr Lim. 'In the future, we might establish production plants overseas, but nothing is concrete yet. Our focus is on producing distilled water in Singapore, and see good prospects for Candid Water Cooler.'

In an industry where product differentiation is largely lost on consumers, particular effort must be made to retain a strong market position. And with a high quality product, backed by a revamped brand image, it's clear that this bottled water producer is willing to go the distance.