Arrowhead Bottled Water

Let's take a look at the bottled water that I mentioned in my first blog post - Arrowhead. Like many bottled water companies, Arrowhead places great emphasis on its product being pure and coming directly from nature. In Arrowhead's case the water is said to come from "high on the south slope of California's San Bernardino Mountains." The company Web site proclaims that, "According to Native American legend, an arrow shape was burned into the mountain to show tribes where they could be healed" (The History of Arrowhead).

Once again we see Native Americans being equated to nature. Though no Native American images are used in the marketing of the Arrowhead brand, a connection is still made through the use of the term "arrowhead," which is associated with Native American tribes and tribal artifacts. This essence of nature and, with it, purity, is the primary concept used to sell this product to American consumers. (This natural and pure product even has the potential to mystically heal you!)

References

The History of Arrowhead. Retrieved November 26, 2011 from http://www.arrowheadwater.com/#/assured/history_and_heritage.