Inventing a “Thirst for Water”

Water Advocacy, Not
Water Bottles

Entrepreneurs Eric Barnes and Paul Shustak came to RKS, with a goal to break into the re-usable water bottle market and convince people to give up one-time-use bottled water.

RKS first uncovered an untapped market of potential buyers who weren’t attracted to existing offerings which were utilitarian and geared more for use on a day hike than a typical day in our life.

RKS created the product proliferation plan and brand strategy which positioned KOR as a Water Advocacy. KOR’s “Thirst for Giving” Program connects with the consumer and directs a percentage of all sales to a select group of water-related charities as it educates consumers, turning them into water advocates, and brand evangelists.

Building on strategic insight and breakthrough design, RKS created a viral communications program that quickly built top-of-mind awareness for KOR Water as helped build a business from an unknown entity, to a serious competitor to the established brands in the market.