What is Clean Water up to?

A billion rubles in three years plans to spend the Novosibirsk company "Clean Water" for its own development. New factories, new regions, new products and a new name - a lot of plans. But they will be told about them gradually. For example, on May 19, at a press conference, the company's management announced only the "first results of the rebranding", which is being carried out with the participation of Thomas Gad, the world-famous guru in this field. What did the journalists find out?

A billion rubles in three years plans to spend the Novosibirsk company "Clean Water" for its own development. New factories, new regions, new products and a new name - a lot of plans. But they will be told about them gradually. For example, on May 19, at a press conference, the company's management announced only the "first results of the rebranding", which is being carried out with the participation of Thomas Gad, the world-famous guru in this field. What did the journalists find out?

Become federal

"Clean Water" intends to conquer the whole country. The primary plans are to take a leading position in the West Siberian (with access to the Altai Territory) and the Ural regions. The representative office of the company is already operating in Yekaterinburg. Water is transported there from Novosibirsk three times a week by trucks, but at the end of 2009 the construction of a complex similar in capacity (2,400 bottles per hour) to the plant near Akademgorodok will begin there. Where exactly the complex will be located is not yet clear. “We have drilled more than ten wells, but it is very difficult to find good water there,” said Tatyana Delfontseva, director of the company. While a place is being sought, a line (with a capacity of 720 bottles per hour) will be transported to Yekaterinburg from the old plant in Berdsk, Novosibirsk Region, which is currently being dismantled. At the vacant site, Chistaya Voda will make plastic containers for its product (75 containers per hour, if anyone is interested).

Cater to gourmets

The company is launching a new product line. In addition to the “main product” (this is the water that many people order home and office for 370 rubles on average for two 19-liter bottles), economy class water will appear (330 rubles for two bottles). The difference in the degree of purification - if the water for the “main product”, relatively speaking, is completely purified and then saturated with useful microelements, and it is suitable for everyone, everyone, including the smallest children, then they will “throw it out” of the economy class water just unnecessary. According to Yulia Baksheeva, Deputy Director for Research and Production, our Siberian water contains a lot of iron. From him something, basically, and will get rid of. The result will be normal water without harmful substances, which, as the company adds, will scale.

When developing a new line, Pure Water also thought about those who consider themselves gourmets. They will have access to water from unusual, unique places. But where exactly - has not yet been reported. This water will be expensive - solely because of the delivery. Not otherwise from Antarctica will be taken.

Rebranding and more

Almost nothing was told about the rebranding as such to journalists. They promised to do it in two or three months. It is known that the company will retain the name "Clean Water" only for its legal entity, and water will be sold under a different brand. “This name is not unique, it is used in many Russian cities,” said Tatyana Delfontseva. TAIGE.info knows from anonymous sources that it was not easy for the company's management to part with Chistaya Voda.

Branding guru Thomas Gad highly praised the work of Chistaya Voda and the quality of its product. “I drink this water and it seems very good to me. It must be psychology,” Gad began to explain. - But psychology is part of branding. And branding is part of psychology.” The journalists got confused and did not understand anything.

Well, by the end of the summer we will see what Thomas Gad had in mind.

Elena Shkarubo