“Built For You”
by
JMEK Creative • Dec 2022
Mission Statement
Founded in 2009 in Bend, Oregon, Hydro Flask is the award-winning leader in high-performance insulated products ranging from beverage and food flasks to the new Unbound Series Soft Coolers. Inspiring an active and joyful life on the go, Hydro Flask innovations showcase TempShield double-wall vacuum insulation to lock in temperature, 18/8 stainless steel ensuring pure taste and durable, ergonomic design for the ultimate trusted sidekick.
#EveryBottleTellsAStory
Focus Group:
“Do you have your own support water bottle story - does this matter to you?”
negative feedback - highlighted that benefits matter more to young consumers than a story or personal connection to a water bottle
My Hydro Line:
first-of-its-kind customization program in 2017 to showcase consumers’ individuality and inspire them on their daily adventures
Existing Benefits
Keeps drinks cold for 24 hours, hot for 12
#RefillForGood #ParksForAll
Fitting in cupholder
Durable
Key Research on Themes:
“seventy percent of A-class and 58 percent of C-class consumers are willing to pay a premium for products from brands that embrace causes those consumers identify with”
“eager for more personalized products but also willing to pay a premium for products that highlight their individuality. Fifty-eight percent of A-class and 43 percent of C-class consumers say they are willing to pay more for personalized offerings”
Key Message and Tone:
“Let’s Go!” slogan: living life to the fullest with our products by your side for fuel needs
continued brand awareness around the goal of being the go-to water bottle choice: consumers design their perfect water bottle
feel grounded in their day-to-day lives through their values and their personalized water bottle by their side
feel as though they can create a story with our product in the future and stay loyal to the brand
highlight stories of those that have created a custom water bottle for their specific daily needs
Built For You Benefit Add-ons:
My Hydro Line Expansion: “Built For You” message will be connected through wording such as “for the hiker” in our aluminum bottle, and “for your car” in context to the tumblers
Placements:
REI magazine and Patagonia partnerships
TV Storyboard
My Hydro Landing Page
Built For You Landing Page
Global consumers aged 20 to 29 are the biggest users of social media, with global consumers aged 30-39 following in second
“76% of Gen Z respondents use Instagram the most, followed by 68% on TikTok, 67% on Snapchat followed by Facebook and Twitter at 40%”
Gen Z is looking for a true voice to listen to, one that will influence their purchases and even their lifestyles
Key Research on Tactics
Instagram Posts
Sources