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”.
“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.
“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:
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]