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Maybe There Is A Sucker Born Every Minute

Posted by: David Kiley on April 6, 2006


Got a wonderful press release this morning from ProductScan, the outfit that tracks the introduction of new products. My two favorites:

“US-based H2Om LLC has introduced the curiously titled H2Om Bottled Water with Intention, a range of bottled water that is described as being infused with the healing energies of music and the spoken word. After the bottling process is complete, the company says it charges the water in the storage facility with sound and music ‘with intent’. The bottle labels reinforce this music theme containing the symbol ‘Om’, a primordial frequency, and also contain the words ‘Peace’ and ‘Love’ written in many languages. This sound charged water is definitely a new wrinkle in water marketing.”

It’s also the latest example of how stupid some consumers might actually be.


Diaka Vodka is billed as the world’s most expensive vodka, due to its unique diamond filtration method. The Polish made vodka, distributed in the US by TransBorder Spiritis USA, is filtered using around 100 diamonds of up to a carat in size to give it “unsurpassed clarity and smoothness”. Diaka Vodka, an acronym for diamond vodka, also contains crystals in the bottle itself, although not of the diamond variety. The manufacturer states the vodka will take the ultra premium vodka category “to a new level of taste and sophistication”.

We are still waiting for the actual retail price.

Reader Comments


April 14, 2006 6:19 PM

Call it what you may but, the idea of water infused with healing energies and spoken word will definitely generate a lot of interest. However, the processing of the water leaves a lot to question and consumers will ultimately rely on brand satisfaction when deciding or additional purchases.


April 22, 2007 1:22 PM

Diaka Vodka just looks like another way for (savvy?) white businessmen to get their hands on the dollars of (idiot) black sports and media stars. It'll be no time till you see them pouring it over a stripper in a Jay-Z video completely neglecting the Cristal. You cant filter anything through the most dense material on earth. Whats next? "Now with bits of Dark Matter!"


August 12, 2009 11:15 AM

You can try a sample of Diaka Vodka at

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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