Proof Integrated Communications

Range of Work

• Market Research
• Messaging
• Branding & Identity
• Digital Design & Development
• Television & Video Production
• Print Collateral
• Multi-Country Events

SITUATION

Applica was preparing to launch Clear2Go™, a personal water bottle with a disposable filter. However, supply chain issues precluded Clear2Go’s from being widely available in most retail outlets at launch, making accessibility an issue. We worked with the company to launch the project in conjunction with Earth Day to leveraging the growing “green” trend, and highlighting the product’s positive impact on the environment and its overall potential cost savings.

SOLUTION

To highlight Clear2Go’s revolutionary environment-friendly benefits, we created a grass-roots movement called “Drink Clean and Go Green,” inviting consumers to visit the product website and pledge to reduce their consumption of plastic bottles. Our team employed a robust digital awareness strategy to get the word out about the movement and drive traffic to the site so people could formally pledge to reduce plastic bottle consumption. Leveraging the enormous popularity and excitement over Earth Day, we generated online interest to engage offline groups, organizing events in five cities where consumers could sample the product, redeem used plastic bottles for free Clear2Go bottles and—via mobile text messages—pledge on the spot to “drink clean and go green.”

RESULTS

Participants pledged to stop using a total of 3.7 million disposable water bottles annually, resulting in consumer savings of more than $1.6 million. The pledges also resulted in saving 115,000 gallons of oil in the production and shipping of disposable water bottles. Applica has since sold thousands of Clear2Go bottles to the targeted consumers who took the pledge online.