I guess they are in Australia.  I came across an article about a company that is publishing their magazine on a water bottle.  I was reading Air Canada's inflight magazine and stumbled upon this unique method of distributing content.  Australians who want to read the iLove lifestyle magazine have to buy a 600 ml water bottle as the magazine is wrapped around the bottle.  The 32 page magazine is targeted at trendy woman "on the go" and is available in 6 different versions on a monthly basis.  I assume the magazine also encourages its readers to ensure they get their daily dose of water while reading. :) 

Modern Media Concepts (publishers of iLove) claim that they are the first and only magazine on a bottle in the world, a claim that I do not doubt.  I think it is cool marketing technique that will allow the publishers to stand out in a market that is packed with competitors.  The company also won multiple awards for this concept at the Water Bottle Design awards (who knew they had awards for best water bottle designs!).

So is the magazine any good?  Modern Media indicates that they have a minimum weekly circulation of 150,000 bottles.  So, i guess women are thirsty for their does of iLove while gulping down refreshing spring water.  Modern Media certainly has people intrigued with the concept and are taking in online with a decent online presence.  iLove's site seems a little light but does have some interactive components.  The company even has a section on their website on how to read their water bottle magazine.  

I am fascinated by the new and cool ideas people come up with to sell their product and stand out against the competition.  Companies who want to be part of this unique trend can also choose to advertise in the iLove bottle magazine.  Any company wanting to target 16-25 year old women in Australia should take note and might want to contact the folks at iLove. 

I cant wait until someone launches a similar product in Canada.