Just Water is a company founded on the principle that they are “just water” — they use aluminum bottles rather than plastic and are a legal benefit corporation. They participate in some social outreach and public education, but they are inconsistent with their work and articles, and their website lacks information. Through a Multiplatform campaign and outreach in water-scarce communities, Just Water can set itself apart from being just another celebrity brand to a brand making a change.
They will increase their brand recognition by tying themselves directly to efforts to aid the world in its fight against increasing water scarcity. The brand is uniquely positioned to be tied to these efforts, as its mission and packaging make it well-suited to be the face of the fight against water scarcity.
*Student work*
Strategy, Copy, & Art Direction: Carly Hansen (Me)
Strategy
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Just Water is a water company focused on sustainability and protecting the environment from disposable plastic.
Mission statement:
“JUST was inspired by a young man's quest to do better. While learning to surf, a ten-year-old Jaden Smith saw a plastic bottle floating next to him in the water. Unable to shake the image of plastic polluting the Pacific, he decided to do something. What began as an introduction to the impact humans have on the environment became a Smith family obsession to do good.”
They sell various waters in paper-based packaging and aluminum packaging and are a B-Corp, meaning they are legally bound to report on the impact of their business on their workers, customers, suppliers, community, and the environment.
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Despite their stated values and mission statement, they are not supporting their publically stated goals of positively impacting the environment and the world.
Their blog and website lack educational resources, and they have shifted their focus to mocktail trends and recipes.
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Water scarcity is a major global crisis impacting half of the world’s population, and Just Water has the opportunity to make a difference.
They already ensure they source their water from areas with water surpluses and founded their company on the principle of helping to fight water pollution, a major contributor to water scarcity.
Just Water will launch a multi-platform campaign and begin outreach in water-scarce communities to educate, advocate, and help these communities in need in sustainable ways.
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Through a landing page that will be linked to all of the campaign’s executions, they will educate the public on their efforts and provide resources on how people can get involved.
They will also launch a packaging redesign with a back panel to educate consumers further.
They will reach the public via Subway takeovers, Highway billboards, NYT banner Ads, Instagram, and the previously mentioned landing page.
Package Redesign
Landing Page
OOH
NYT Banner
Billboard
