The KOR ONE Bottle Changes Behavior by Beautifying Water
In 2005 a new company named KOR Water founded by Eric Barnes and Paul Shustak handed their dream down to Sawhney’s team: It was an idea called “Water ReDesigned,” and their hope was that they could get people to stop using plastic water bottles by changing the way people drank water. After an analysis of the reusable water bottle market at the time, RKS believed the number of products hitting shelves was about to come to a head. “We predicted there would be a commodification of water bottles,” says Sawhney. “And there has been.” As the market flooded with bottles, they realized that no one was positioning their vessels of water as anything but utilitarian. They saw a competitive opportunity where they could position the act of eschewing disposable bottles as almost…virtuous.
















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