Driving adoption of refillbased hydration at scale
Bluewater is a purpose driven water technology company founded in 2013 by Bengt Rittri, built on patented SuperiorOsmosis™
technology. Bluewater believes the best water is purified local water, not bottled in plastic and transported from faraway places.
Through appliances, refill stations, and reusable bottles, Bluewater enables fresh drinking water at home, at work, and on the go.
Challenge
Events that gather thousands of people in one place need a lot of water. If the local tap
water supply is insufficient or of questionable quality, organizers often turn to bottled
water in great quantities. Bluewater’s communication challenge was to reach event
organizers, venues, sponsors, and other stakeholders globally, and turn them into
supporters of a refill based approach by making the environmental problem and the
practical solution easy to understand and easy to adopt.
Results
A plus M helped Bluewater position their offer with a clear, actionable message: The
ultimate solution for plastic water bottle free events and venues.
The solution communicates a simple problem and a simple alternative: purify local
water, distribute it through refill stations, and enable participants and spectators to drink
from reusable bottles. This removes the need for disposable plastic bottles and supports
a more circular approach to event hydration.
Two stage approach
Stage 1, building commitment: We created communication material that supported Bluewater’s sales efforts when approaching organizers of large scale events, translating sustainability into a concrete proposition with clear benefits.
Stage 2, making it real on site: Once an event committed, we created branded materials that explained the reasoning behind the sustainable water solution and made it visible across the event experience. This included customization of water stations and reusable bottles using Bluewater branding, event branding, or sponsor branding, supported by on site messaging designed to encourage refilling.
Key outcomes included:
-
A clear story and message that helped drive awareness and commitment among decision makers.
-
An on site communication approach that supported attendee understanding and participation.
-
A flexible branded system for water stations and reusable bottles that could be adapted to Bluewater branding, the event’s identity, or sponsor branding.
Global major
events include:
• The Open — St Andrews, Scotland
• Formula E — Monte Carlo, Monaco
• Volvo Ocean Race — Cape Town, South Africa
• Vasaloppet — Mora, Sweden
