Watson's China: Watson's Thirst For Loyalty

Watson's Water, a producer and distributor of bottled water, increased brand loyalty in China with a customer relationship management (CRM) programme, which used QR codes on bottles to encourage the collection of reward points and repeat purchase.

Agency: Wunderman Guangzhou, China


The Challenge:

Bottled water is the most generic of all categories. How could Watson's Water create repeat purchase and loyalty and deliver a way to engage consumers in a category with hundreds of competitors?

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