Does It Come in Pink? How We Transformed Bonneo into Sparkel
By Sean Beckingham
Sometimes, a product is great, but the branding? Not so much. That was exactly the case when Bonneo came to us. Their sparkling water machine was designed by scientists—not marketers—and while the tech was solid, their sales were as flat as a day-old soda.
The first thing we all agreed on? The name had to go. Bonneo sounded more like a pharmaceutical than a fun, refreshing product. So, when I did my first client visit and returned to the office, I told the team, “We need to rename this thing.” No arguments there.
But during our agency brainstorming session, one of our team members asked a simple but profound question: Does it come in pink? That’s when it hit us—the original product designers had focused on function, not fashion. They hadn’t considered how much consumers crave aesthetics, especially in a category where products live on kitchen counters.
That question sparked (pun intended) a full-blown brand transformation. We worked on an entirely new branding book, repositioned the product, and—most importantly—convinced the Bonneo team to introduce colors. Enter Sparkel: a fresh new name, a sleek new look, and a product that finally had personality.
When Sparkel relaunched, it came in four colors, and to this day, Pink is the number one seller.
Lesson learned? Science makes a product work, but branding makes people want it. And yes, it should always come in pink.
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