JUST Water launches integrated campaign via M&C Saatchi Fabric

JUST Water is encouraging Australians to switch away from plastic water bottles, in a new integrated campaign for its water which comes in a plant-based carton.

The campaign, developed by M&C Saatchi Fabric, aims to raise awareness around the million single-use plastic water bottles purchased every minute globally, a number that is predicted to rise by 20% next year.

JUST uses plant-based packaging thus creating 50% less carbon emissions compared to plastic bottles. The brand launched in Australia in 2019.

JUST co-founder Jaden Smith said that the brand stemmed from the belief that one carton may not save the world, “but it’s just the start”.

M&C Saatchi Frabric tapped TikTok creator Jasminetxo, who has more than three million followers, to promote the product among Gen Zers who are the key target demographic of JUST Water’s ‘Just Change’ integrated campaign.

The TikTok influencer said of the campaign. “As an individual who associates as Gen Z, with an audience reflective of this generation, I want to use my platform to shed light on the small changes we can make to better the world we live in.

“Working with companies like JUST, who share a similar passion for environmental change, will hopefully start a much-needed conversation amongst young Aussies.”

As well as Jasminetxo, JUST have enlisted several of TikTok’s creative Gen Z users, encouraging their audience to nominate cafes, offices, hotels, restaurants, gyms and businesses they want to see make the switch.

JUST Australia’s Nicole Saleh said: “We are so excited to put the power of this campaign in their hands. Using TikTok, we hope to empower this generation with knowledge and a sense of urgency for action.”

@jasminetxoTogether we can #JUSTChange it, swapping plastic for plant-based, one carton at a time 😄 @justxaustralia || #Australia #TeamJazz #SpreadingSmiles♬ original sound – Jazz 💛🍩

M&C Saatchi Fabric head of communications, Krystyna Frassetto, said she was “thrilled” to parter with JUST.

“Our new campaign Just Change is an excellent representation of what hyper-passion marketing is all about – it connects JUST Water to the hyper-relevant, important issue of plastic waste that youth audiences are incredibly concerned about,” she said.

“Moreover, partnering with Jasmine on TikTok and inviting fans to actively participate in the campaign and spread our message, reflects the new ways audiences experience and share stories – marketing ‘with’ them rather than ‘to’ them.”


M&C Saatchi Fabric
Krystyna Frassetto – Head of Communications
Jon Kelly – Creative Director
Saynaree Oudomvilay – Account Director
Camilla Littlejohns – Account Director
Billie Gurr – Account Manager
Maddy Lawler – Senior Account Executive
Megan Leckey – Designer

JUST Australia
Nicole Saleh
Danielle Saleh
James Rodger
Kshitij Talwar

Kara Rubin
Bonnie Boyes
Frank Fundaro


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