Learning

CamelBak is known for hydration. Traction is known for being thirsty for a challenge. So when CamelBak introduced the world’s first BPA-free reusable bottle, we soaked up everything in the category. We learned that a firestorm of concern was brewing in the press about Bisphenol A (BPA) and that CamelBak’s release of the “Better Bottle” was perfectly timed.

Doing

We went against the status quo. Again.

Instead of the outdoorsmen that CamelBak usually targeted, we went after another section of the market—moms and “greenies.” The online community was already abuzz with the news of BPA in plastics. CamelBak was the first 100% BPA-free bottle and the news would have a major impact. So we created a multi-touch campaign including a landing page that empowered women to spread-the-word. And they did.

Changing

Our audience started blogging about BPA. We placed our advertising next to that content. And that resulted in change. Major change. With hundreds of blog posts, click-thru rates through the roof, and retailers selling out of stock—the campaign did as well offline as it did online. 25% of landing page visitors clicked the “Buy Now” button.

Some might even say our solution was like a tall, cool drink of water. BPA-free water.