Boxed Water
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Project Overview
Boxed Water is an environmentally friendly packaged water brand founded in 2009, built around the simple idea that a daily habit like drinking water can also be a daily act of giving back. This is an integrated marketing communications project that reframes Boxed Water as a sustainable, healthier, and more affordable alternative to plastic bottled water for audiences who care about impact but still prioritize convenience and value. The work pairs a clear brand narrative with a defined audience strategy, then translates both into a hero advertisement concept and a channel plan across digital and offline touchpoints.
The Work
• I clarified the product story using concrete proof points, including the carton composition at 74% paper, 20% plastic, and 6% aluminium, and the brand’s purification and health positioning.
• I defined the core challenge as a perception and awareness gap, because plastic brands dominate attention, and many consumers do not know about Boxed Water’s environmental initiatives, such as the ReTree Project, which funds tree planting.
• I segmented the audience across demographics and psychographics, focusing on ages 13 to 50s and separating motivations such as environmental concern, health orientation, social media behaviour, and value sensitivity.
• I strengthened the value narrative with affordability, using the product price point of USD 0.99 for a 16.9-ounce carton to reduce the “sustainable equals expensive” barrier.
• I developed a hero creative concept that tells the story visually, using a split-world ad anchored on the tagline “Boxed Water Is Better” and the line “Think outside the box. But look inside.”
• I mapped the message to media choices that match attention and intent, using social for reach and participation, print for credibility with educated working audiences, and grocery store placements to convert at the point of purchase.
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Impact
Campaign effectiveness was defined by clear, measurable outcomes across sales, awareness, and participation, enabling performance to be evaluated beyond creative engagement.
• A 25% increase in in-store sales was defined over a 10-month window (10 March 2019 to 10 December 2019) compared with the same period in 2018.
• A 35% increase in online sales via the website was defined over the same period compared with 2018.
• A 35% increase in awareness of the core message, “Boxed Water Is Better” for the environment and health, was tied to higher website views during the campaign window.
• A 30% increase in overall brand awareness was linked to total reach and website click-through performance over the same period.
• A 25% increase in consumer participation was linked to growth in Instagram and Twitter followers and stronger involvement in environmental campaigns.
Enhancements
• The story could be made more tangible by surfacing environmental proof more prominently at the moment of purchase, so the mission feels demonstrated rather than assumed.
• The audience approach could be sharpened by tailoring message intensity for “eco-aware” versus “eco-curious” segments, so education lands without feeling preachy.
• The affordability and health cues could be integrated more explicitly into the creative system, so the brand wins on more than sustainability alone.
• The channel plan could be strengthened with tighter point-of-sale and search-led pathways, since many consumers research first and then buy where access is easiest.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
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