March is considered to be World Water Month and reusable water bottle brand Cupanion is determined to make a social difference through directed hydration donations. The Guelph-based company worked with Toronto agency 'send+receive' to create an online video with product placement and African-inspired music. The video is an acoustic masterpiece as each sound is created with a Cupanion cup or bottle with varying levels of water.
Directed by Scott Pommier of Untitled Films and composed by Mark Rajakovic at Pirate, the video for World Water Month is not simply a piece of entertainment. As part of the 'Fill it Forward' initiative, Cupanion has promised to donate a cup of water to WaterAid Canada, matching the total hits of its acoustically sound World Water Month video.
World Water Month Initiatives
Cupanion Donates a Cup of Water for Each Hit on This Ethical Video
Trend Themes
1. Social Responsibility Initiatives - Companies are partnering with non-profit organizations to funnel social responsibility initiatives.
2. Sustainability Marketing - Brands are advocating for water conservation and encouraging consumers to reduce waste through online campaigns.
3. Charitable Donations Programs - Businesses are implementing philanthropic strategies that promise donations for each like or hit of their online content.
Industry Implications
1. Reusable Water Bottle Manufacturing - By creating sustainable products that can encourage consumers to reduce single-use plastics, this industry provides a huge opportunity for disruptive innovation in sustainability marketing.
2. Marketing and Advertising Agencies - These agencies can help create social responsibility campaigns that benefit both brands and non-profit organizations, creating more opportunities for disruptive innovation.
3. Non-profit Organizations - These organizations can explore partnerships with brands in different industries to create initiatives that promote sustainable practices and support their mission.