Thinkerbell and Laneway Festival founder launch new water product
Full service agency Thinkerbell has ventured into product ownership, launching a new water brand, Water Can.
Co-founded and co-owned by Laneway Music Festival’s founder, Jarome Borazio, and his company, Mr B, the new water brand is made from 100% purified still or sparkling water, and packaged in an aluminum can instead of plastic.
“Water Can is a fun step into co-ownership of brands and product design for Thinkerbell and the team has done a great job in coming up with a water brand that’s pretty interesting,” said Adam Ferrier, founder of Thinkerbell and Water Can.
The product has been made available at festivals, such as the recent Laneway Music Festival, sold in screw top cans to encourage festival goers to re-fill their cans and minimise environmental waste.
Borazio said: “We’re stoked to have created Water Can – as we understand the importance of staying hydrated to feel good.
“Attendee safety and a safe environment are always one of our top priorities.”
To celebrate the launch, festival goers at Laneway in Melbourne, Adelaide and Perth, were given free ‘Sweat Shirts’, which they could use to redeem their free Water Cans at hydration stations.
“The shirt reveals a design when it gets wet from sweat that acts as a voucher for a free Water Can,” explained Tom Wenborn, executive creative tinker at Thinkerbell.
“It serves as a reminder for Aussies to drink water and remain hydrated throughout the Laneway festival.”
Water Can is available online, and will be sold in outlets across Australia for $6 a can.
Credits
Client: Water Can
Design, creative, earned and media: Thinkerbell
Production: Hotel Bell @ Thinkerbell
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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6 dollars for water in a can, beyond Albert Einstein level genius, why didn’t I think of that.. just wow
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$6 water: revolutionary
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Such an original idea.
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