'The Bottle' by RNLI Stocks Salt Water Drinks for Water Safety Awareness
Laura McQuarrie — September 1, 2016 — Marketing
References: standard
'The Bottle' is a new pop-up in London that is stocked with an unusual product—bottled salt water drinks. While these bottled beverages are packaged like ready-to-drink items, they are not for sale and only serve to educate the on safety surrounding the dangerous UK coastlines.
Different types of bottled water beverages at The Bottle include varieties like the 'Thames Wash,' which each talk about some of the risks of swimming at sea. For instance, 'Cornish Wash' describes that it is "Infused with rip currents, surging waves and slippery rocks" and "can cause blood pressure to rise, putting strain on the heart and leading to cardiac arrest even in the young and healthy."
The RNLI (Royal National Lifeboat Institution) is the charity behind this pop-up and created this stunt to capture the attention of young Londoners.
Different types of bottled water beverages at The Bottle include varieties like the 'Thames Wash,' which each talk about some of the risks of swimming at sea. For instance, 'Cornish Wash' describes that it is "Infused with rip currents, surging waves and slippery rocks" and "can cause blood pressure to rise, putting strain on the heart and leading to cardiac arrest even in the young and healthy."
The RNLI (Royal National Lifeboat Institution) is the charity behind this pop-up and created this stunt to capture the attention of young Londoners.
Trend Themes
1. Water Safety Education - Creating innovative ways to educate people about water safety can help reduce accidents and save lives.
2. Interactive Experiences - Interactive pop-ups and events can create engaging and memorable experiences for consumers.
3. Unconventional Marketing - Using unconventional marketing strategies can attract attention and generate buzz for a cause or brand.
Industry Implications
1. Nonprofit/charity - Charities can utilize creative marketing strategies to create awareness and educate the public about important issues.
2. Hospitality - Hotels, resorts, and other hospitality businesses can incorporate water safety education into their services to provide value to customers and promote safety.
3. Beverage - Beverage companies can create innovative educational drinks to promote safety and encourage healthy habits.
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