S'well Overview
BACKGROUND
S’well brand purpose is “Looks good and does good” and it delivers on it through its product (functional and fashionable). But with little advertising and their brand story being increasingly told by others has made S'well vulnerable.
-Partnerships with brands mean the bottle is misattributed to other brands like Starbucks and Soul Cycle.
-Without a solid brand identity, other companies are knocking off its design and functional benefit threaten increased commoditization.
The brand has an opportunity to go beyond the bottle and own “doing good” on a larger scale.
THE THINK TANK -KEY FINDINGS
Barriers of using a reusable bottle: Lack of availability of clean, cold water (and distaste for tap water) and Shape size of bottles can make them difficult to refill.
Aspirational Reusables
They aspire to be healthier and greener, and are willing to pay more for brands that have a positive social and environmental impact. They seek transparency from brands. They’re skeptical of “greenwashing”—brands that deceptively promote themselves as environmentally friendly.
TENSION Highlight: They’re annoyed by “conspicuous conservationists”—people who engage in environmentally friendly activities to obtain or signal a higher social status.
Insight
“Going green” has become more about attaining and signaling social, vs. doing what’s right.
Strategy
Use humor to show people that S’well doesn't just look good, it actually does good.
BIG IDEA
S'wellvation
Choosing reusable is the choice to start a new, brighter future!
The campaign first launches with Youtube preroll.
We will put live digital billboards illustrating the number of "Sinners who have reached S'wellvation" (people who just bough a S'well bottle), positioned in crowded areas. This would also be added in the S'well website and social media.
Print ads
S'wellvation App
Locates refilling stations near by you.
To solve one of the major barriers of owning a reusable water bottle we decided to create refiling stations in different locations (Parks, Starbucks, Festivals).
Example of a refiling station in a Festival (Burning Man, Bonnaroo, Electric Forest)
The BRAINS behind the campaign:
CREATIVES: Tadhg Ennis (AD) + Don Foshay (CW)
STRATEGISTS: Henry Hayes + Enrique Garcia Thompson