Sling & Stone appointed by water ‘disruptor’ brand as comms agency of record

Global hydration brand waterdrop has appointed Sling & Stone as its communications agency of record as it looks to increase its presence in the Australian market, Mumbrella can reveal.

Aiming to help Aussies ‘drink more water’, waterdrop consists of a compact, sugar-free cube full of vitamins that dissolves in water – described as a ‘microdrink’ and ‘water disruptor’.

According to the brand, it uses 98% less plastic compared to traditional bottled drinks.

Sling & Stone will support waterdrop’s local presence, engaging in integrated earned and paid media relations, and amplifying local activations.

“We are huge brand fans of waterdrop, the products are incredible and once you try waterdrop once, you’ll be converted,” said Kasi Talbot, global head of consumer at Sling & Stone.

“More and more people are looking for alternatives to sugary, unsustainably produced drinks and even alcoholic beverages, so it’s an exciting and growing category to be playing in for brands.

“The team behind waterdrop in Australia are ambitious and creative, which fits so perfectly into our wheelhouse of working with innovative FMCG, food and beverage brands,” she continued.

“We love how standout waterdrop is in a rapidly growing category and look forward to helping Australians drink more water.”

Waterdrop launched in 2016 out of Vienna, Austria, aiming to offer a healthier and more refreshing alternative to traditional bottled drinks.

The company has amassed over 2 million global customers, with over 250 employees across Europe, the USA and Australia.

Catherine Dix, director at waterdrop ANZ, added: “Waterdrop has seen great success globally where we have helped millions of people drink more water and we have a fast growing community of local Aussie fans who are already touting the positive benefits.

“We chose Sling & Stone for their record of working with innovative FMCG brands and their creative ability to bring stories to life across all channels, not just the traditional PR playbook.

“Staying hydrated is essential to life and our partnership with Sling & Stone will help us achieve our mission of making hydration enjoyable and delivering nutritional benefits for overall well being.”


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