Insights or Sampling?

Tibet 5100 is a Chinese brand of supposedly premium bottled spring water. It's brand credentials are compelling, being bottled at source in the purity of the Tibetan Himalayas - the highest source of spring water in the world.

So, what innovative marketing strategy is the company using to highlight the unique attributes of this aspiring Chinese brand to compete effectively with the more established French brands?

Yes - you guessed it...Supermarket sampling of the water, served in a plastic cup.

Despite what appears to be a considerable marketing budget, the company behind Tibet 5100 seems to have forgotten to get a planner involved in their marketing thinking. So, whereas Evian, for example, are selling health and well being with their insightful LIVE YOUNG positioning, Tibet 5100 are instead selling WATER.

Money down the drain.