How 5 Unheard of Products Rocked the Market

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A Collapsible Water Bottle

Simply describing the product was the first hurdle for Vapur, a "fold and go" plastic water bottle that contracts and expands with water levels. "We thought about calling it a water skin," says co-founder Jason Carignan. "But people like the word bottle." Instead, Vapur described itself as the anti water bottle, promoting the green quality of carrying around a durable, but more convenient bottle. With more than one million water bottles sold in two years, Vapur is capitalizing on the growing popularity of reusable water bottles, partnering with brands such as Eddie Bauer and Tommy Bahama to gain ubiquity.