Example partners with H2coco to develop canned water Thirst Trap

Earned creative agency Example has collaborated with H2coco to develop ThirstTrap, an Australian-made and owned canned water brand.

With the majority of the nation’s bottled water industry being packaged in traditional plastic bottles, co-founders David Freeman (H2coco) and Andy El-Bayeh (Example) were inspired to create a product that offered Australians a more sustainable way to quench their thirst with its plastic-free, aluminium cans of 100% locally sourced spring water.

Beyond supporting the innovation behind the product, Example also developed a full brand strategy, brand identity and brand design.

To celebrate its launch, Thirst Trap initiated a social media movement with a cheeky nod to its namesake, calling on Australians to share their own thirst traps for good, with every picture shared raising funds for Ocean Crusaders, a Brisbane-based not-for-profit that coordinates specialist fleets to clean local waterways from waste before it reaches the ocean.

To kick off the campaign, Example engaged a host of talent including red Wiggle Murray Cook, MAFS’ couple Tahnee Cook and Ollie Skelton, trans advocate Aysha Buffet, and ARIA-nominated R&B artist Chanel Loren to share their own 'thirst traps' and encouraging people to follow suit.

This was also supported by a targeted influencer campaign and earned media push, alongside the development of bespoke content for Thirst Trap’s owned social channels.

El-Bayeh said Example prides itself on pushing businesses and brands out of the world of marketing and into culture.

"We know a younger generation of Australians are thirsty for change, so we’re thrilled to be offering them a viable alternative with our first ever co-innovated product," he said.

"99% of the country's bottled water industry remains entangled in plastic waste. We’re not afraid to do things differently, to be bold, to push boundaries."

Freeman said Thirst Trap is not a flash in the aluminium can; it's a movement - a call to each Australian to re-evaluate their daily choices for the sake of our shared environment.

"We want Thirst Trap to be a lifestyle choice so we're talking to those who not only want the best but also want their choices to mean something more,”said Freeman.

Example and H2coco are already in talks for future collaborations with brands and nonprofits that echo Thirst Trap’s ethos. A line expansion is also already on the horizon, slated for late 2024, including flavoured and sparkling options.

 

Credits:

Client: H2coco and Example
H2coco CEO: David Freeman
Marketing & Product Development Manager: Rachel Lindley Brand and R&D Manager: David Craig

Agency: Example
Co-founders: Andy El-Bayeh (CEO) and Rebecca Jarvie-Gibbs (Managing Director) Creative Director, brand development: Radge Ratsaphong
Designer: Thomas Mountford
Executive Creative Director: Karen Ferry
Creative Director, campaign: Josh Aitken
Art Director: Lucy Karsai
Copywriter: Alister Hill
Senior Conceptual Designer: Hepa Taahi
Senior Brand Partner: Siobhan Veddovi-McCaughan
Publicity Manager: Amy Chilcott
Talent Manager: Asha Overstone

Photographer: Mikey Whyte Director: Madeleine Purdy