JUST Goods: Customers want to support brands that make them feel good about themselves

Ira Laufer, CEO of JUST Goods, visited last week to launch JUST Water in Australia

It is vital for brands to have an authentic purpose to compete for the attention of today's consumer.

This is the view of Ira Laufer, CEO of JUST Goods, who visited last week to launch JUST Water in Australia.

Founded by Jaden Smith, Will and Jada Smith’s son, JUST Water (JUST is short for justice) contains locally sourced Australian spring water and is packaged in a fully recyclable Tetra Pak carton. The paper-based carton is made from 82 per cent renewable resources – paper certified by Forest Stewardship Counsel wood sources and the cap and shoulder is made of plant-based materials (non-food grade sugar cane.)

The company was founded on the belief that it could make a positive change in the category that uses the most amount of plastic – bottled water.

Entry into the Australian market comes after rapid growth since JUST Water first launched in the US in 2015, then expanded into the UK last year.

Laufer told CMO it is the company’s mission to create everyday products with social and environmental impact, providing an alternative to consumers. This is key to success, he said, and important to consumers in a competitive marketing landscape.

“We are not just a beverage company. We are a mission-driven brand, we want to create an impact, and provide consumers with products that make them feel good about themselves and contribute to a cleaner and more sustainable world,” Laufer said.

“It is crucial for brands to have a purpose, with so many brands offering different messaging and purposes. Sustainability is top of mind, consumers are more aware now because they want to make decisions that make them feel good and create a better world tomorrow. You particularly have to be purpose or mission-driven for younger consumers.

“Our aim is to become the most prominent and recognised sustainable water in Australia by offering people an alternative to the default plastic packaging for water. Long-term, JUST Goods also plans to launch more socially and environmentally impactful products in both the beverage and non-beverage categories.”

The brand aims to do this by capitalising on its celebrity founders, educating consumers via in-store activations, social media and partnerships, and into the future, sponsoring events and having a presence at events and festivals. To this end, it has partnered with Woolworths and 7-Eleven, which will stock the products.

In Australia, three varieties will be available: 100% spring water and two JUST Infused options – lemon or berry.

“We are fortunate we are an established brand in US, because we are founded by famous people, so we have global awareness already. Between the Smiths and others, we have about 200 million followers on Instagram alone. The founders are also passionate about what we do as a brand, and it is the only water they drink and are seen with,” Laufer said.

“Our marketing very heavily focused on social media, because this is a very dependable and reputable way of communication. We also do a lot of in-store activations, with an action plan to create education and awareness; we want to communicate to the consumer this is the better choice. We have also created strategic partnerships with companies like Woolworths.

“Importantly, we are not positioned as a premium brand, nor do we want to be compared with a traditional PET plastic bottle of water. We want to maintain an accessible price point, and we are currently an average price point in this category in Australia. We understand consumers are willing to pay more for a brand that has positive purpose, but we want to maintain that accessible price point regardless."

Long term is an ongoing project. "We want to position JUST as top of mind from a media and consumer perspective, and we will be looking to consumer education opportunities and sponsorships at events and concerts.

“Expanding into Australia is a key step in our global mission to give people access to a truly ethical water brand which will play a role in reducing the amount of plastic in our environment, oceans and the planet.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

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