By Stephanie Crets
During summer music festivals, the heat is oppressive and dehydration happens easily. So much so that one might get extremely dizzy in the middle of a large crowd. Which is exactly what happened to me a few years ago at Lollapalooza in Chicago. Upon arrival to the first aid tent, I was handed not a bottle of water, but a box of water. Initially, I thought this was a bizarre way to drink water, but I learned that Boxed Water’s design has the environment in mind.
Boxed Water’s packaging is made of BPA-free material, with 76 percent being made from paper. And it’s recyclable. This can make a huge difference when only 13 percent of plastic bottles are recycled every year, according to the NRDC, while the rest end up in landfills, not decomposing for thousands of years.
To get this message out, Boxed Water has teamed up with Banana Republic to reach a new audience and put its product directly in consumers’ hands. It will be featured in 11 flagship stores across the United States and Canada. The campaign will encourage Banana Republic customers to pick up a free 500 mL sample of Boxed Water while they shop.
“Our partnership with Banana Republic demonstrates how fashion and design can help to communicate a positive environmental message,” says Jeremy Adams, vice president of marketing for Boxed Water. “These campaigns aim to engage consumers in helping us improve the environment while spreading word about our water and mission.”
Boxed Water is also becoming more prevalent on retailer shelves, having recently scored national distribution across 400 Target stores.
“You can definitely expect us to continue creating unique partnerships with retail,” Adams tells RM. “With thousands of new grocery, mass and club stores coming online across the country this year, you can expect new partnerships and merchandising in more traditional water retail outlets. “
Aside from getting its environmentally friendly message out, Boxed Water is using social media to have a direct impact through its Retree Campaign. For every fan that shares a photo of his or her Boxed Water with the hashtag #ReTree, the National Forest Foundation will plant two trees in our nation’s forests. So far, Boxed Water fans have planted more than 20,000 trees.
“We believe that the key to unlocking the environmental benefits of ‘everyday change’ is changing culture,” Adams says. “Moving forward, you can expect Boxed Water to continue to take a unique approach to marketing, to develop unexpected partnerships and to continue to be at the forefront of the movement for everyday change. With new distribution at national retailers like Target and thousands of new grocery stores added this year, you can also expect to see Boxed Water partnering in big ways with more traditional water retailers as well.”