Situation:

The world doesn't need another water brand.  You walk into any retailer and there are multiple waters pushing 'reverse osmosis', 'triple filtered', and 'from the springs of the French Alps'.  

 

Opportunity: 

What if we completely flipped the script and didn't focus on the water, but changed the conversation to what the water enables those who don't have access to it to do in their daily lives?  

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Strategy:

It begins with everybody.  

A simple statement... but one with power.  Water is the source.  The source of life.  Of living.  Of becoming.  And Everybody Water through the philanthropic focus begins that change... and when you buy/drink it, you become part of the 'everybody' that's changing lives.  

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Behaviors:

We started with the packaging... making it a statement piece that showed that you were part of the Everybody movement.  

We forged partnerships with the right retailers who shared our ambition to change lives of women and children. 

We hosted events where we could truly engage and create ambassadors for the movement. 

We launched an entirely new social and digital experience that made you feel the true impact of what it was like being part of 'everybody'.  

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We did this all together.  Because when everybody works together, it begins.

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