From Mundane to Remarkable Consumption: The Transformation of Bottled Water

Abstract: The study investigates how the consumption of bulk commodities has transformed from mundane to remarkable and reveals how people, events, meanings and ideas from the past have affected this change in consumers’ attitude. The paper discusses how mundane products have become a center of consumer interest and provides theoretical explanation of the phenomenon. The research focuses on bottled water as a viable example of such change. A model is developed to visually present how the transition occurs through six mechanisms (mythification, extension of brand functions, endorsement, etiquettization, reflection and cultivation), the three parties involved in it (companies, influencers and consumers) and the external forces that drive it (trends, technology and socio-cultural tensions). The findings contribute to existing theories on cultural branding, involvement and previous literature on bottled water and suggest how similar transition might be catalyzed for other product categories associated with mundane consumption.