Turning A Dumb Moment Into Changing The World: Thankyou Water Co-Founder

Turning A Dumb Moment Into Changing The World: Thankyou Water Co-Founder
SHARE
THIS



If you’ve ever thought that buying bottled water is stupid, you’re not alone, according to the co-founder and managing director of Thankyou Water, Daniel Flynn, who made a powerful presentation yesterday at the ADMA Global Forum.

“I personally think bottled water is a silly product,” Flynn said to the crowd, asking for a show of hands who agreed.

Following almost everyone raising their hands, he asked for another show of hands for who’s actually purchased bottled water before.

“It seems silly but in that moment as a consumer it’s worth it,” Flynn said. “So what if we could turn that dumb moment into a way to change the world?”

Flynn said he’s done exactly that, presenting a complex journey for him and his team to get his bottled water product, which sends 100 per cent of the profits to fund clean water programs in developing countries, stocked, marketed and into Aussie homes.

With $100 billion spent on bottled water around the world each year, and $600 billion of that revenue coming from Australia, Flynn said this was a major market to try and “change the world”.

Daniel Flynn

Daniel Flynn

“The status quo is the way things are or have been done and sometimes we need to high five the status quo in the face with a chair,” he admitted, detailing the struggle to get to where the company is today.

Flynn and his team launched a couple of viral YouTube campaigns to get first 711 to stock the water, and then Coles and Woolworths. The latter campaign nabbed a total campaign reach of 15.51 million, and resulted in both supermarket giants agreeing to stock the product mere hours after the Thankyou Water team pitched to them.

They also used a few unique guerrilla marketing tactics, such as flying the following banners over the respective supermarket HQs.

2013-07-30_15-58-49

GTX1ZYC5f7nq5xUyIO169lz23Xcr9fcd2C-LHdqDp_Y-thumb-400x265-122126

“The total impact was that $4,695,377.43 profit was raised,” Flynn told the audience.

Referring to the image of a circle, Flynn said, “This circle is your comfort zone but outside of this is where the magic happens.”

The team has now launched a whole range of Thankyou products, from superfood muesli bars to body lotions and now baby products and nappies, as well as their book, ‘Chapter One’, which was sold at a ‘pay what you want’ approach in airport bookstores. Flynn said one airport store called him and said it exceeded all book launches except for Harry Potter, which proved the payment model worked in retail stores.

For more on the Thankyou Water team’s future and journey, check out this video on their Chapter One launch to pick up a few sustainable, feel-good marketing strategies:

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]