Case study · Food & Drink
Drip is an eco-friendly canned water brand with Big Zuu at the helm, launching into a market run by giants. We used its founder, culture and sport to make it part of the national conversation, with partnerships with Matchroom Boxing and Tottenham Hotspur Women. The launch earned 35 pieces of coverage, including the FT, and a national listing.
- 35 pieces of coverage
- 1.5M+ social impressions
- 1 national listing
- 2 sport partnerships
- Client Drip
- Sector Soft drinks, canned water
- Services Product launch, media relations, influencer partnerships
- Audience Young, culture-led consumers and retail buyers
- Channels National and business media, social video, sport partners
What did Drip need?
Drip is a canned water brand on a mission to replace plastic bottles, fronted by Big Zuu. The water market is dominated by big players with big budgets.
- Business objective: build demand and secure retail listings.
- Communication objective: make Drip part of the national conversation by using its founder, cultural relevance and brand identity.
What was the insight?
Water is hard to make exciting. Big Zuu, music, sport and style are not. Drip’s strength was the culture around the can.
The idea was culture first, product second, launched through Drip Curates, a platform for collaborations with tastemakers.
What did we do?
- A culture-first story. We pitched Drip as a movement around sustainability, creativity and community, not just a product.
- Sport partnerships. Partnerships with Matchroom Boxing and Tottenham Hotspur Women created moments made for video.
- Influencers. Creator partnerships spread the content across social.
- Business press. We took the founder story to business titles, including the FT.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of media coverage, including the FT | 35 | Prohibition coverage log |
| Outputs | Social media impressions | 1.5M+ | Social platform analytics |
| Impact | National retail listing secured | 1 | Drip |
What did Drip get from it?
A challenger brand people were talking about, and a national listing to show for it. Coverage ranged from culture titles to the FT.
What did we learn?
- Lead with the founder. Big Zuu opened doors that a new water brand could not.
- Partner for content. Sport partners gave us moments worth filming.
- What we would do differently. track sales velocity where Drip is listed, so we can show how coverage and content moved product.
