Company Overview

• tagline - “murder your thirst”
• mission - make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.
  • “water is deadly”
  • “bring death to plastic”
• marketing start small - first shot a commercial for $1,500 and spent about $3,000 on paid Facebook ads - 3 million views within months - proactive reach out from distributors

Target Customers

• At first, easiest crowd - heavy metal, punk rock, and this world of weird
• Gen Z
  • Gen Zers were drinking 20 per cent less alcohol per capita than millennials
  • pro sustainable product
  • averse to advertising and less tolerant of online advertising
• kids
  • drink more water bc it’s cool

Products

• water
  • 12 pack design - featured detailed graphic drawings of different melting or decaying skulls and zombies on the bottom of the packaging
  • conversation starter
• aluminum can downside
  • could not be recapped or closed once they had been opened.
  • limited size
  • not so portable
• merchandise
  • accounting for $3 million of their $45 million sales in 2021
  • urban outfitter distributing

Distribution

• online: Amazon
• offline major: Whole Foods Market, 7-Eleven, Target, and Walmart
• special: bars, venues, tattoo parlors, barbershops, and coffee shops
• live entertainment company collab
  • Live Nation Entertainment
  • commercials, services, venues, festivals