In today's crowded marketplace, having a great product isn't always enough. To truly stand out and connect with customers, brands need to craft focused, compelling messaging that resonates with their target audience. que Bottle provides an excellent case study in how to refine your brand messaging to build a successful, mission-driven company.
The Origins of que Bottle
que Bottle was founded in 2016 by Jean Wu and her partner Kevin with a simple yet ambitious goal – to create a better water bottle for travelers and outdoor enthusiasts while promoting sustainability. As frequent travelers themselves, Jean and Kevin were frustrated by the lack of good options for portable, eco-friendly water bottles. Traditional bottles were bulky and heavy, while disposable plastic bottles created unnecessary waste.
After extensive research and development, they created the que Bottle – a collapsible silicone water bottle designed to be both functional and fashionable. The bottle can compress to half its size when not in use, making it ideal for travel and outdoor activities.
But que Bottle wasn't just about creating a convenient product – it was founded with a mission to promote sustainability and reduce plastic waste. This core purpose has shaped their brand messaging and marketing strategy from day one.
The Global Plastic Problem
To understand the importance of que Bottle's mission, it's crucial to consider the scale of the global plastic problem:
- Over 1 million plastic bottles are sold every minute worldwide
- Only about 9% of plastic waste is recycled globally
- By 2050, there could be more plastic than fish in the world's oceans by weight
These staggering statistics highlight the urgent need for sustainable alternatives to single-use plastics. que Bottle positioned itself as part of the solution to this global challenge.
Focusing the Product Messaging
In developing their marketing approach, que Bottle made the strategic decision to focus on a few key product features and benefits, rather than trying to highlight everything at once. As Jean explains:
"You should just have one or two really, really strong statements in the video and you just show them throughout the video over and over again. So if an audience come to a video and stop at any given point, the audience should have seen your product and know what it is for."
For que Bottle, the key features they chose to emphasize were:
- Collapsible design – The bottle can compress to half its size
- Eco-friendly materials – Made from food-grade silicone, 100% plastic-free
- Perfect for travel and outdoor activities
By laser-focusing on these core attributes, que Bottle was able to craft a clear, compelling message about what makes their product unique and valuable. This focused approach carried through all their marketing materials, from their Kickstarter campaign to their product photography to their website copy.
Highlighting Use Cases and Lifestyle
Beyond just touting product features, que Bottle put significant effort into showcasing specific use cases and lifestyle imagery. As Jean notes:
"It's all about imagination. It's all about imagining. You want your customer standing in front of your products and say, 'Oh, I see myself using this or I see myself having one of these because I also do these kind of activities.' So you want to put them into the setting so then they see themselves have this ownership of this product and then they will end up complete a purchase."
On their website and social media, que Bottle features images of their products being used while:
- Traveling (airports, hotels, sightseeing)
- Hiking and camping
- At the gym or yoga studio
- In office settings
- At outdoor events and festivals
This diverse range of imagery allows potential customers to envision how the bottle would fit into their own lifestyle, regardless of their specific interests or activities.
Importantly, even if a customer isn't currently an avid traveler or outdoor enthusiast, seeing these aspirational images can make them want to become that type of person. The que Bottle becomes associated with an active, adventurous, eco-conscious lifestyle.
Emphasizing the Sustainability Mission
While the product features and use cases are important, que Bottle has always kept their core sustainability mission at the forefront of their messaging. As Jean explains:
"Our company also promotes sustainability. That's also a very, very big and important part of our company because that's how we started the whole thing was we didn't want to buy disposable water bottles when we travel."
Throughout their marketing materials, que Bottle emphasizes how their product helps reduce plastic waste and promotes more sustainable consumer habits. Some key sustainability messages include:
- One que Bottle can replace hundreds of single-use plastic bottles
- The bottle is made from 100% food-grade silicone, which is more environmentally friendly than plastic
- que Bottle partners with environmental organizations to support ocean cleanup efforts
This sustainability focus resonates strongly with environmentally-conscious consumers who want their purchases to align with their values. According to a 2021 study by IBM, nearly 6 in 10 consumers surveyed were willing to change their shopping habits to reduce environmental impact.
By making sustainability a key part of their brand story, que Bottle differentiates themselves from other water bottle companies and builds a deeper emotional connection with their target audience.
Evolving the Messaging Over Time
que Bottle's messaging has evolved over time based on customer feedback and data. For example, Jean notes that they initially focused solely on product features like being collapsible and leak-proof. However, they realized they needed to more explicitly call out use cases:
"So later we actually include the different usages in there, say, 'Perfect for outdoor. Perfect for travel. Perfect for gym and workout.' I think that was really, really helpful and we made that adjustment."
They've also refined their website design and layout to optimize for mobile users, who make up over 60% of their traffic. This included making text larger, adding more images, and streamlining content for easier mobile scrolling.
Some specific changes they made based on data and feedback:
- Increased font size by 20% for better mobile readability
- Added more lifestyle photography to showcase use cases
- Simplified product descriptions to focus on key benefits
- Implemented a sticky "Add to Cart" button for easier purchasing
The key is continually tracking data and user behavior to identify opportunities to clarify and strengthen your core message. que Bottle uses tools like Google Analytics and heatmapping software to understand how users interact with their site and messaging.
Leveraging Social Proof
As a newer brand, que Bottle has made effective use of social proof to build credibility and trust with potential customers. Some key tactics they've employed include:
- Featuring customer photos and testimonials on their website and social media
- Using the Fomo app to show real-time purchase notifications on their site
- Highlighting press coverage and awards they've received
- Partnering with influencers for product promotion
For example, que Bottle has been featured in publications like Forbes, Buzzfeed, and Travel + Leisure, which they prominently display on their homepage. They also showcase user-generated content on their Instagram feed, featuring real customers using the bottle in various settings.
This social proof reinforces their core messaging and helps overcome hesitation from customers who may be unfamiliar with the brand. According to a survey by BrightLocal, 79% of consumers trust online reviews as much as personal recommendations from friends or family.
Balancing Organic and Paid Marketing
While que Bottle has run paid social media advertising, they've maintained a strong focus on organic content and brand building. As Jean explains:
"I think for a business to grow healthy, I think organic traffic also is very important. So what we do is we would just work on our social media content and make sure that when people Google us, or search us, or see us on the social media, they can see a lot of our organic content and they would just naturally have interest to check out our website or even buy our water bottles."
This balanced approach of paid and organic marketing allows them to drive immediate sales while also building long-term brand awareness and loyalty. Some specific tactics they use include:
- Regular posting on Instagram, Facebook, and Twitter with a mix of product features, lifestyle content, and sustainability tips
- Collaborating with eco-friendly influencers and bloggers for guest posts and social media takeovers
- Creating informative blog content about sustainability and travel tips
- Engaging with followers and responding to comments to build community
By focusing on valuable organic content, que Bottle has built a loyal following of over 100,000 followers across their social media platforms.
Expanding the Product Line While Maintaining Focus
que Bottle has plans to expand beyond water bottles into other product categories like apparel, bags, and home goods. However, they are being intentional about maintaining a consistent brand message across product lines. As Jean notes:
"All these products that we wanted to come up with or get our hands on are all about the same theme. There are environmental friendly, sustainable, and smart, innovative and just have really stylish and nice looking designs."
Some potential new product categories they're exploring include:
- Reusable shopping bags
- Eco-friendly travel accessories
- Sustainable home storage solutions
- Recycled material apparel
By keeping their core mission and values at the center, que Bottle can expand their offerings while still presenting a cohesive brand identity to customers. This approach aligns with research showing that 88% of consumers want brands to help them be more environmentally friendly and ethical in their daily lives.
Measuring Success and ROI
To ensure their messaging strategy is effective, que Bottle closely tracks various metrics and key performance indicators (KPIs). Some of the key metrics they monitor include:
- Website traffic and conversion rates
- Social media engagement (likes, comments, shares)
- Email open and click-through rates
- Customer lifetime value
- Net Promoter Score (NPS)
By consistently analyzing these metrics, que Bottle can identify which messaging resonates most strongly with their audience and adjust their strategy accordingly.
Key Takeaways for Focused Messaging
que Bottle's success offers several valuable lessons for other brands looking to refine their messaging:
Identify your 1-2 most compelling product features or benefits and emphasize those consistently.
Showcase specific use cases and lifestyle imagery to help customers envision using your product.
If you have a mission beyond just selling products, make that a key part of your brand story.
Continually refine your messaging based on customer feedback and data.
Use social proof strategically to build credibility, especially as a newer brand.
Balance paid advertising with organic content to drive both immediate sales and long-term brand building.
As you expand product lines, maintain consistent messaging tied to your core mission and values.
Don't be afraid to evolve your messaging over time, but stay true to your fundamental brand identity.
Regularly measure and analyze key metrics to ensure your messaging strategy is effective.
Consider the broader context of global issues (like plastic pollution) that your product addresses.
By following que Bottle's example of focused, mission-driven messaging, brands can create stronger connections with their target audience and stand out in a crowded marketplace. The key is identifying what truly makes your product and brand unique, then consistently reinforcing those messages across all your marketing efforts.
As Jean Wu summarizes: "It's all about imagining. You want your customer standing in front of your products and say, 'Oh, I see myself using this.'" With clear, focused messaging, you can help customers see themselves not just using your product, but embracing the lifestyle and values your brand represents.
In today's increasingly conscious consumer landscape, brands that can effectively communicate their mission and values while showcasing their product benefits are well-positioned for success. que Bottle's journey provides a roadmap for how to craft and evolve a messaging strategy that resonates with customers and drives sustainable growth.
