Segmentation Study: Camelbak
TL;DR (a 3 sentence summary)
We were asked to re-evaluate CamelBak’s segments to maintain the lead in hands-free hydration packs and reusable water bottles for recreational use. We found six segments: extreme and elite athletes, reusable rejectors, name brand buyers, outdoor enthusiasts, feature focused buyers, and P.K.W.W. (phone, keys, wallet, water) users. We recommended four executions that speak to specific segments.
Re-evaluate CamelBak’s segments to maintain the lead in hands-free hydration packs and reusable water bottles for recreational use.
CamelBak was born out of necessity during a 100-mile road race in the summer heat in Texas – it was an idea born to meet the most basic human need: thirst. CamelBak delivers better hydration so you can do more of what you love. To maintain the lead and continuously reinvent the way people hydrate and perform, segment re-evaluation will ensure CamelBak has their finger on the pulse of the current landscape in order to reach the right people.
The six hydration segments reorganize CamelBak’s segments from activity-focused to behavior-focused.
The six segments we found are:
Ditch the disposable
Have CamelBak water bottles present where bottled water is purchased.
CamelBak is primarily sold in specialty outdoor and recreation stores and big-box retailers such as Target and Walmart. Moving CamelBak into more visible locations such as grocery stores will allow CamelBak to be stocked in the water bottle aisle and on end caps near reusable water bottles.
CamelBak has a mission to reduce the use of plastic that ends up in landfills and pollutes the earth. It starts with simply ditching disposable plastic bottles. Pairing campaign hangtags with CamelBak bottles in more commonly trafficked areas increases awareness of CamelBak’s movement and leverages their currently running Ditch Disposable campaign.
Recommended product: Chute .75L
- Negative feedback on water bottles with straws
- Leads with CamelBak’s well-known bottle look
- Not too big, not too small
Why it works
Makes it convenient for Reusable Rejectors to reach for reusable.
The gift of Camelbak
CamelBak’s popularity provides the opportunity for gifting.
CamelBak doesn’t currently have a gift card option. CamelBak fans with a high net promoter score are likely to want to convert their friends to CamelBak. People in this segment, who may not be willing to spend this kind of money on themselves, would really love to get a CamelBak product as a gift.
All (Focuses on Name Brand Buyers)
Why it works
Gives Name Brand Buyers a way to share their CamelBak love.
Hikers and hydration packs
Outdoor Enthusiasts buy water containers based on activity.
Only 25% of Outdoor Enthusiasts own a hydration backpack. Showcase the versatility of CamelBak’s hydration backpacks through video series featuring the product in diverse ways.
All (Focuses on Outdoor Enthusiasts)
Why it works
Showcases to Outdoor Enthusiasts how hydration packs transition indoors to out.
There’s nothing worse than losing your favorite water bottle.
Losing reusable water bottles is a point of tension. Tile Bluetooth trackers help you find your keys, wallet, phone, and everything that matters. The world’s most popular lost and found tech can help you keep track of your water bottle.
All (Focuses on Feature Focused and Reusable Rejectors)
Why it works
- Tile has already partnered with brands that sell likely-to-lose items like Herschel wallets
- Reduces water bottle loss for Feature Focused and Reusable Rejectors.
Segmentation survey (behavioral, values-based questions with agree/disagree Likert scale questions)
Quantitative survey (follow-up survey for remaining questions and segment validation)
Hannah Barr - Strategist
Caroline Moyer-Kardos - Strategist
Julian Grimes - Strategist
Kaitie Kovach - Strategist