Pathwater is on a mission to make the future sustainable as the go-to bottled water that helps everyone break the addiction to single-use plastic bottled water. They are growing this revolution everyday, as global consumer demands skyrocket for sustainable and reusable choices in bottled water packaging.
Situation:
Pathwater has established a solid brand awareness among its target audience as a startup brand with 203.4k Instagram followers, 33k likes on Facebook, and 2k followers on Twitter
Objective:
To extend Pathwater's market into those who know the importance of environmental protection, but never take action.
To increase sales by 3% in 6 months.
To increase sales by 3% in 6 months.
Target audience of this campaign:
18-40 years old middle-class people who are aware of environmental issues, but are not motivated to take actions.
Persona
Mike is a 24 year-old college graduate. He is a computer engineer working at a tech firm. With stable income, he wants to get married and have kids when he is 28. He read the news everyday and is aware of extreme weather brought by climate change around the world. He saw climate change strike while he was driving to work one day, but he does not understand why people would do that. He knows using disposable bottles and utensils is bad for the environment, but he does not care enough to change his behaviors.
Mock Advertising Campaign - What If
Small changes are hard to notice and give people little motivation to change. The "What If" campaign travel to the future, educating people on how bad it can be if we do not make changes now. It brings out environmental friendly message, as well as promoting Pathwater's green image and products.
Billboard Ads
Social Media Design
Email Newsletter Design
