They put ads where? Water coolers get the Dove treatment

In the tight competition for audience, water cooler talk is proving as yet another medium for your message. The folks at Rancho Cucamonga, Calif.-based AquaCell Technologies have outfitted 1,300 of their patented self-filling water coolers as in-store billboards. Duane Reade (in the New York metro area only) and Rite Aid drugstores all over the U.S. are sporting these as in-store POP for Dove. The result? Free water for the drugstore consumer and, according to a release, a 34% sales lift in sales of Dove in stores with coolers installed. Free of charge to the retailer, the coolers' ownership is retained by AquaCell and revenue is generated through the sale of ads on the bottle label. Karen Laustsen, president/COO of AquaCell Technologies, says: 'AquaCell expects at some point, [to] expand in Canada, as some of the retailers we are negotiating with have stores in Canada.'
By Staff 
August 16, 2005

In the tight competition for audience, water cooler talk is proving as yet another medium for your message. The folks at Rancho Cucamonga, Calif.-based AquaCell Technologies have outfitted 1,300 of their patented self-filling water coolers as in-store billboards. Duane Reade (in the New York metro area only) and Rite Aid drugstores all over the U.S. are sporting these as in-store POP for Dove. The result? Free water for the drugstore consumer and, according to a release, a 34% sales lift in sales of Dove in stores with coolers installed. Free of charge to the retailer, the coolers’ ownership is retained by AquaCell and revenue is generated through the sale of ads on the bottle label. Karen Laustsen, president/COO of AquaCell Technologies, says: ‘AquaCell expects at some point, [to] expand in Canada, as some of the retailers we are negotiating with have stores in Canada.’