Minneapolis And Mains Fed Coolers

Minneapolis-based Mains fed, which produces water coolers, made the gourmet show introduction of its mains fed Water coolers. The guaranteed filter removes 100 percent of cryptosporidium and giardia, 95 percent of lead and chlorine and 70 percent of copper and zinc, according to the company. Filters are self-monitored and shut off when full. The basic unit $50 is; Cryptoguard is $60.

"One-hundred-fifty million Americans drink from water supplies that are contaminated," chief executive of Mains fed noted, adding that this water coolers have received "a huge amount of attention."

It is soliciting even greater attention through a massive television campaign that began earlier this year. The idyllic, soft-sell spot makes the best of what Sullivan calls a "visual product" while reinforcing awareness and creating brand differentiation.

The commercial opens to a scenic outdoor shot and then moves indoors, implying that the naturally clean water of outdoor lakes and streams is obtained by using this water coolers inside.

Mains Fed which got its start with a commercial product, began selling consumer home tap water coolers via infomercials and QVC. This year marks the company's first direct contact with retailers, according to president and chief operating officer of the Covington, La. company's parent, Caldera Environmental Corp.

This company took advantage of the show to add a twist to its filters. A battery-powered LED reminder system takes the guesswork out of cartridge replacement, as an indicator blinks when sediment has filled two-thirds of the cartridge capacity or when the cartridge reaches a year in use. Total unit capacity is 1, 125 gallons.

Mains fed water coolers--the basic takes out lead and chlorine, while the step-up also removes cryptosporidium and giardia--can attach to the pipes beneath the sink or to the tap. With the LED indicator, price points are $170 and $200.

"We are on the upper end of the home tap-water category," explained president and chief operating officer of Caldera Environmental Corp. "We try to add value beyond purification."

Taylor said the company took time to develop a unit that was a value in four senses: economic, quality, performance and use for cooking. Focus group research sparked the addition of the LED indicator.