You’ve probably seen everyone and their mum toting around Frank Green water bottles lately. But why has one singular brand of water bottle become the new must-have purchase?
It’s not because it’s the best water bottle on the market. In fact, it rarely even clocks in the top three brands of bottles in most comparisons.
It’s not because of any truly unique design or aesthetics. In fact, Kmart ‘dupes’ of the iconic water bottles are now available—but to significantly less acclaim than the OG.
It’s not because it’s an incredibly affordable drinkware option. It’s a bloody $60 water bottle!
So what the hell is it? In short: It IS because Frank Green have absolutely nailed their branding.
In this blog post, we’ll take a closer look at how Frank Green’s branding helped them transform an inconspicuous water bottle into a viral success and a must-have accessory for eco-conscious consumers.
Brand values
One of the key factors that set Frank Green apart from other bottle brands is their commitment to sustainability. From the materials they use to the production methods they employ, Frank Green’s brand values align perfectly with the values of their target audience: environmentally conscious consumers who want to make a positive impact on the planet. Every touch of the brand from the website, to the socials, to the packaging, to the product itself reminds you of its eco-conscious nature, prompting a mental link between this water bottle and environmentally friendly values. And since consumers purchase items that help reinforce and reflect their own values, this game-play in a growing eco-conscious environment was a strategic masterplay.
Customisability
Another reason why Frank Green’s water bottles are so popular is their customisability. Customers can choose from a variety of colours, patterns, and even add their own names or initials to make their bottle unique to them. This level of personalisation makes the bottle feel like an extension of the customer’s personality, which makes them more likely to use it regularly and show it off to others. This also ties in with the current trend of personalisation and the rise of the “me economy” where people want to express their individuality through the products they buy. Yet another genius branding move—a little bit of customisation goes very far in encouraging people to express themselves through their drinkware.
Influencer marketing
Finally, Frank Green’s use of influencer marketing has been key to their success. They’ve partnered with social media influencers who have both large and smaller followings and a strong presence in the eco-conscious community to promote their water bottles. This not only helps to increase brand awareness but also positions the bottle as a must-have product for anyone looking to emulate the social stars’ lifestyle.
All of these factors have helped Frank Green turn a somewhat inconspicuous water bottle into a viral success. By creating a strong brand identity that resonates with eco-conscious consumers, offering customisation options that make each bottle feel unique, and leveraging the power of influencer marketing, they’ve created a product that people not only want to use but also want to show off. It goes to show that in today’s crowded marketplace, a strong brand identity is just as important as the product itself.
Now go drink some water. Just from a cup is fine.
