Primo Water Corporation
Primo manufactures two separate but totally interrelated products using what they call a "razor-razorblade" business model. Their "razor" is the home water dispenser, which they have improved into a sleek and modern device with such features as instant hot water and an easy bottom-loading design, far surpassing the clunky 1960s-style "water cooler" we all recognize. They are the #1 seller of water dispensers in the United States. Their other product—the "razorblade"—is the water for these dispensers, a proprietary blend of purified, mineral-enhanced water sold in 3- and 5-gallon bottles at stores nationwide. Their innovative idea in that arena is a Zero Waste exchange program that allows consumers to return their empty bottle for a discount on a new bottle. Our job is to present the many benefits of both their dispensers and the water—the convenience, the taste, the eco-friendly process and the cost savings—in ways that will raise their profile and popularity among both consumers and retailers.
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