The Hydro Flask that the Helen of Troy corporation manufactures has become the top choice for water consumers. Its rise to number one was driven in large part by establishing and maintaining a strong brand that some customers say they not only prefer but love.

In addition to perfecting its fundamental cooling functionality, the company focused on the aesthetics of its product. The bottle’s exterior is powder-coated with a variety of bright colors and a whimsical logo. Customers clearly appreciate the functional value the product delivers and like what the product and brand say about them as users, communicating that health is important and that exercise or outdoor activities are part of one’s life. It could also signal concern for the environment. These priorities are hallmarks of a particular type of consumer known as “VSCO girls,” so named for their prolific use of the photo-sharing app VSCO.

1. What brand (in a different product category than reusable water bottles) do you love, or at least have a strong affection for? Translate the reasons that you love your brand into generic attributes to which other brands could aspire (for example, “high quality” or “rugged”).

2. For the brand you identified above, which attributes that you listed do not directly relate to the performance of the product (for example, “sophisticated”)? What marketing tactics may have influenced your inclusion of those brand attributes in your list?

3. Helen of Troy has a history of growth and expansion of its product offerings. Its goal for the future is to continue growing its products including the Hydro Flask. Describe three possible growth strategies Helen of Troy might consider for Hydro Flask. What are the pros and cons of each? Which one would you recommend and why?