The idea of magical water is a part of our cultural heritage. This idea has biblical roots and also was noted in the story of the Holy Grail, although it’s unclear what is in the glass now. Is it still the wine from the last supper, or maybe Pellegrino?
There was Ponce de Leon’s voyage to Florida to find the fountain of youth and the spring in Tuck Everlasting allowed a family to live forever. In comics, water from the Lazarus pit brings people back from the dead.
During my singing years in middle and high school, I joined a magical water cult. I drank at least two giant water bottles a day to help protect my vocal cords.
So it was no surprise to me that a friend started selling magical water on Facebook. This water, which comes with different properties depending on the filtration method used, will make you younger, stronger, livelier and healthier. At least, according to the seller.
So, would you buy it now?
Knowing the seller—understanding their worldview and current health—makes me incredibly skeptical.
I feel this way about some homeopathic remedies, exercise regimes, politicians and the Los Angeles Lakers. Certain people are looking for mystical water, and I am not one of them.
However, I bought the latest Colorado Avalanche jersey with no hesitation. I’m convinced of the power of walking. I continue to buy from ads on Instagram that fuel my weakness for a good cookie even though I’ve been let down more than once. I’m obsessed with all things blueberry.
When we think about our audience, we need to understand who will not buy-in.
I’m just not convinced of the power of magical drinking.
Now maybe if it was blueberry water…