So what's with the slogan?

The Water That Is What??

We get that question all the time.

I suppose when I was thinking of a slogan, the most obvious, and probably least memorable slogans came to mind first. I had words like "refreshing" or "you'll love it" roaming around my mind, and others I can hardly remember. In fact, our old slogan used to be "BC's most REFRESHING water company!" I thought that slogan was actually pretty good. I used for about 8 years. But if i were to ask anybody, (even my own drivers) what our slogan was, they could hardly recite it back to me, despite the fact that it was brazenly painted on all sides of the trucks in bold letters. I guess it wasn't all the memorable.

It was time to re brand the company, and I knew I wanted something short. Something punchy, something simple. (Less is more, after all - so they say). I wanted something catchy, and most importantly - memorable.

During the summer of '09 I sat out on my deck for many summer nights chewing on new slogans, and tossing them mostly aside, along with the empty corona bottles and beer caps. On one of these nights however, I was sitting out there with some good friends and neighbors, when one of them offered a suggestion on his idea of how to re brand the company. He started with the phrase: "You know Dave, you should just put 'The Water That is...'" (and paused and gestured with his hands implying "insert key word here"...) as he continued to offer his suggestion. I stopped him short, and said: "That's it!" He looked at me with confusion. I said "The Water That is! That's it!" That slogan idea wasn't his point, of course. He was merely offering a generic incomplete sentence to articulate another idea he has for branding the trucks. Understandably, the statement "The Water That Is" doesn't make much sense.

So I began to come up with different ideas of what "Water That Is" could be. It could be many things:

It's good for you
It's 70% of all of us
It's refreshing
It's spring water
It's purified water
It's required for all life as we know it

It could be a lot of things. It's sort of an open ended question. Hard to answer simply. I know I liked the idea of making people think. And I wanted my company to be noticed. I wanted people to read the slogan, and look at it again wondering if they're missing something, or if there the sentence continues on the other side of the truck, or on another page.

But I think at the end of the day, the reason I chose it, is because I am a little different. My company is a little different. We're not just a carbon copy of other water companies out there.

I think if you're still reading this, maybe you are too. If you like the idea of doing business with a company that isn't afraid to be a little different, then call us up and talk to us. You might find us to be a "refreshing" change.

Thanks for reading The Water That Is, from The Company That Is - a little different.

Dave