S’well, a design company for good — best known for creating the original fashion hydration accessory, is launching its first brand campaign in the UK that aims to inspire consumers to find more ways to use less.
With the impact of single-use plastic an increasing concern for UK consumers, the campaignhighlights the brand’s sustainable living message and its diverse product offering, including the S’well Bottle, Traveler, Roamer, Tumbler and newly launched S’well Eats and S’nack by S’well range of food containers.
The campaign was created by Mrs&Mr and is inspired by S’well’s founding mission to rid the world of single-use plastic bottles, one S’well at a time. The creative offers a new look and feel for S’well with bold fonts, extreme contrast and product hero shots with a simple, but effective message – life simply gets better with less. Across all digital media formats, different creative will be deployed throughout the day to reflect the variety of S’well products and usage occasions.
The campaign will launch in the UK at London Fashion Week on 14th February 2020. It will run for six weeks with a blend of large format and digital out of home advertising, social media and digital display. Craft Media developed an audience and media strategy to most effectively showcase S’well’s range of premium products, elevate its market positioning and ensure the eco-friendliness of the campaign execution. In fact, 100% of the printing and production in the U.K. is recyclable.
Media buying has been handled by Goodstuff.
Josh Dean, CMO, S’well comments: “Sustainability has been at the core of S’well since we launched in 2010 and we are proud to have been a part of a change in consumer behavior, helping displace more than 200 million bottles since 2017 through our Million Bottle Project. With this new campaign, we are thrilled to share our point of view in a bold and refreshing way, and introduce new consumers to our full range of products to help them live a stylish and sustainable life every day.”
In addition to the UK, the campaign will appear throughout NYC, Chicago, Washington DC, and Toronto through March 31.