Charity bottled water funding clean water for people in Africa
Nexnet helped Thirsty Planet grow from launch to become the market-leading good-cause, bottled-water brand in two years, raising £1 million for projects that bring clean water to rural communities in sub-Saharan Africa and save thousands of lives.
From the brand's first listing in Asda, the objective was to initiate and maintain enough continuous media interest to help convince more major multiple supermarket buyers to commit to the brand and the UK-based charity it helped to fund - Pump Aid. The campaign was a great succes, and Sainsbury's and Waitrose joined Asda in stocking Thirsty Planet without interruption, while all the other major supermarkets stocked it at some time.
Nexnet recognised that the Pump Aid story was much stronger than the Thirsty Planet story, but that by convincing journalists to write about Pump Aid it created opportunities for them to talk about Thirsty Planet as well, as a means for readers, listeners and viewers to do something positive simply by making an informed choice when shopping for bottled water.
Highlights of the campaign included the brand launch by pop singer Corinne Bailey Rae, which gained national TV and radio coverage, a link with World Water Day, which attracted significant coverage in the national press, and work with The Times Christmas Charity Appeal, which generated favourable coverage for Thirsty Planet as part of a period of extensive support from The Times and raised £340,000 for Pump Aid, quite separately from the £1 milllion raised through sales of Thirsty Planet.
For more details of our work with Thirsty Planet, see the news archive below.
News Archive