It has been the most fulfilling, most challenging, and busiest 10 years of my career in launching hydrogen infused water in a pouch in North America.
As an entrepreneur I knew the concept was unique, but I had little knowledge of how tightly held was the general drinking water market by both Pepsi Cola and Coca-Cola. This required us to differentiate and enter the small SmartWater segment, which was basically filled with alkaline waters.
My previous career was marketing beer and soft drinks in South Africa and beyond, so I had some drinking segment knowledge.
First was to find a name that would make the customer pause for a moment to look at the name and what it meant. We chose Tenacity which differentiated us from Energy drinks and then based on today’s young people, chose to have it pronounced as TENacity but used the numeral 10 in place of the letters ten, to make the brand name 10acity™. Already on the internet we see mention of drinking “10” and winning in the video game segment. We trademarked the name 10acity™.
My second concern was to find a pouch specification that would maintain the hydrogen (2.5 ppm) parts per million for at least 100 days. With a new patent using a V-seal shape we get 9 months with 1.5 ppm hydrogen content, the first in the world.
Third was to find a reliable pouch manufacturer who could increase production as we grew the market. Our aim is one case of 30 pouches per consumer per month and a 6-PaQ a day for Video Gamers.
Next was to find a different color for the pouch rather than the traditional blue associated with water. As hydrogen helps keep the body clean and efficient, we chose yellow recognizing what the sun does to your body. We then chose a pouch design with a shape based on my lifeline curves to avoid copycat theft of the design and color and patented this design. Alex Trebek gave the 10acity™ pouch a nickname “sunshine” during his cancer treatment.
With the market background covered as regards pouch recognition, we started studying hydrogen and water content. Our experiments showed that we could achieve 4 to 6 ppm with our water and hydrogen infused system and could reach 8 ppm using hydrogen gas and a nebulizer. We patented this manufacturing system for 3 to 10 ppm infused hydrogen content in natural or alkaline spring water.
At the same time, we started testing all types of water from city, borehole, ROI, alkaline and natural spring water. We found natural spring water with a repeatable pH performed best and patented this water and pH for the best 10acity™ water specification.
Our goal with every customer was to have a purpose why BUY 10acity™ water? We started learning what hydrogen infused content worked best on each radical we were trying to remove from the body, so that any traditional medicines could work as planned without doubling their strength. We then patented 3 to 10 parts per million hydrogen infused natural and alkaline spring water. We decided as a daily drinking water we would launch natural spring water with a 2.5 ppm content and keep the 3 ppm and up for removing body damaging radicals.
Finally, we studied where to launch and promote our 10acity™ Hydrogen Infused Natural Spring Water. The first market was to athletes in all types of sports to suggest they drink 10acity™ to finish what they started without feeling the body collapse. For example, 18 holes of golf and then feel quite happy to play another 18. Work all day and feel comfortable going to the gym for a couple of hours.
The second market was for Video Gamers who were drinking caffeine beverages and feeling dozy after 3 or 4 drinks. 10acity™ Hydrogen Infused Natural Spring Water keeps you going with lots of vigor. Video Gamers could last for several hours with 10acity™. We also changed the structure of the 6-PaQ box of pouches to a stronger version so that the Video Gamers could place their foot/feet on the box and avoid pins and needles from sitting down for long periods.
Finally, we promoted 10acity™ Hydrogen Infused Natural Spring Water to the health segment for the over-40 population that had developed one of 17 diseases that 45% of this category will suffer from. Clinical trials have shown that 10acity™ Hydrogen Infused 2.5 ppm natural spring water helps clean the body and lets their medicine work. Drinking 10acity™ Hydrogen Infused Natural Spring Water has also helped folks wanting to avoid getting a disease. Examples of success stories are for pancreatic cancer, radiation removal after breast cancer treatment, Parkinson’s disease, etc. We offer 10acity™ Hydrogen Infused 2.5 ppm Natural Spring Water. Our web site lists the medical papers showing success stories covering drinking 10acity™ water daily.
The theme of our marketing was an interaction with our three target markets that the 10acity™ Hydrogen Infused Natural Spring Water drinkers would feel excited to tell someone else about their experience.
We know from market stories that Companies that care about their customers are the ones that win long term.
We are driven to offer our 10acity™ Hydrogen Infused 2.5ppm Natural Spring Water from Florida to the marketplace with the mission to help people reach self-improvement in line with our slogan of Health, Hydration and Happiness.
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