quick n’ dirty
The problem
Every few years the world becomes infatuated with a flashier water bottle.
The target
The insight
The strategy
The idea
rest of the story↓
The trend agnostic
They believe water bottles are a good judge of character
For Nalgene its all about the water
Nalgene is leaving the category it started
Nalgene is the original reusable water bottle.
Nalgene started as a lab equipment company in the 1960s, soon outdoorsy chemists began bringing the containers into the woods with them.
Nalgene quickly became synonymous with the great outdoors.
Fast forward 50 years
…and Nalgene is behind the times, out of touch with the Stanley and Owala consumers of the world. Beyond their core outdoorsy customers, Nalgene’s key product characteristics aren’t enough to stay in stay in the conversation.
The reusable water bottle category was built on the core tenants of conservation and sustainability, but in the past few years,
the competition has lost the plot.
Accessories, sugar water, overconsumption.
These are the new staples of the category. With consumers buying, stealing, and accessorizing hundreds of Stanleys and Owala cups at a time, someone needs to remind them of what's really important: the water.
Problem: Every few years the world becomes obsessed with a new water bottle.
7.24
←Number of reusable bottles owned by the average American
Nalgene knows what really matters: Water.
That’s why they sell their special edition water fund bottles to help communities who struggle with water insecurity. For every bottle sold Nalgene donates $5 to a community like Flint, Michigan or the Navajo Nation. But to remind the market that its about water, we need to make a splash.
Objective: Drive consideration of Nalgene water fund bottles.
'Real people don’t care about trends.'
But who cares about water bottles that much anyways? Beyond TikTok and Twitter most real people don’t care about all the flashy features that modern bottles advertise. Real people don’t need quick pop tops, super sippy straws, or 48hrs of cooling capacity. Real people don’t care about trends.
Target: the trend agnostic.
‘The trend agnostic can range from the stereotypical granola girlies of Nalgene to wall street executives.’
With such a diverse psychographic target, we could be speaking to absolutely anyone. But we do know one thing,
Insight: All they care about is water.
Strategy: For Nalgene, it's all about the water.
We start by announcing that nalgene is leaving the water bottle category
Being for water means that all Nalgene bottles sold now support the water fund, helping serve communities with water insecurity.
Cue disappointment in the comments.
Don’t worry, this isn’t the end of anything, but actually the start of a whole new category: Bottles for Water
Nalgene is forging its own category: Bottles For Water
(for Nalgene it’s all about the water)
not like the other girls
Time for a Meltdown
Leaving the competition isn’t enough.
We need to melt it all down.
Nalgene is turning unused metal water bottles into water infrastructure for communities in need.
Through Nalgene Water Fund, we’re giving every unused water bottle the opportunity to become a Bottle For Water in their own right by melting them down into pipes, water towers, wells, and more.
See where we’re going↓
It all starts with a crush.
The trend agnostic will have the opportunity to crush their bottles and contribute the material to the Meltdown. Plus you get a limited edition bottle!
The big day
Tune in at nalgene.com to watch The Meltdown live ↓