Movember
In 2009, we re-positioned Cool Ridge as the water for men (75% of whom are chronically dehydrated). Our brand campaign centred around improving men’s physical and mental health, encouraging them to “get things out of their system” – by drinking more water, and by expressing themselves. So we paired with Movember, a very masculine charity completely supportive of the physical benefits of not bottling things up and getting things our of your system
Sales results to retail customers achieved a 56% uplift in total Cool Ridge volume in Nov 2009.Best sales results were to Petrol & Convenience customers who had the biggest Cool Ridge month in over a year. Cool Ridge reached their ambition of raising $100,000. More men than ever are now rehydrating with Cool Ridge.