From left, Flow brand champions include Taboo Nawasha, Paloma Elsesser, Halle Berry, Shawn Mendes, Hannah Bronfman and Russel Westbrook, among others.SUPPLIED
In their raucous 2009 jam, Black Eyed Peas rev up their audience with a rally call to “Pump it. Pump it. Pump it, louder!”
With the launch of Flow Alkaline Spring Water’s latest celebrity influencer campaign, and the brand poised to go public in 2021, it’s easy to imagine that Flow’s visionary founder and executive chairman Nicholas Reichenbach is pumped up, indeed.
Since launching Flow in 2015, the sustainably packaged beverages’ brand has surged on a dedication to environmental and social responsibility, as well as product innovations that range from organic, infused flavours to functional attributes such as collagen.
In doing so, Flow has tapped into consumer values and desire for “better for you, better for the planet” products, says Mr. Reichenbach.
The brand’s fresh and ethical approach has attracted nearly 18 million consumers, including an array of celebrity investors and influencers, ranging from global superstars Black Eyed Peas to actor and entrepreneur Halle Berry.
“Flow customers have aligned themselves around our mission. It’s now a movement – from super users, like our celebrity shareholders and influencers like the Kardashians, all the way to myself, families and young people across North America,” says Mr. Reichenbach. “They’re all trying to get plastic out of their lives and out of their fridges and their product choices.”
The vibrant personalities we feature in our ads are all Flow consumers. They are sharing their love of Flow and its mission, and reminding us to make healthier choices for our bodies and the planet.
— Nicholas Reichenbach, Founder and Executive Chairman, Flow Alkaline Spring Water
Flow’s Tetra Pak container is 100 per cent recyclable and made from up to 75 per cent certified plant-based renewable resources, including a cap made from sugarcane. Flow water is sourced from natural alkaline springs in Canada and the U.S., with carbon-balanced packaging facilities located close to major markets to help reduce transportation-related emissions.
Flow’s earnest efforts have earned it an enviable “net promoter score” (NPS), a metric that reflects a consumer’s willingness to encourage others to try a brand.
“We have an 82 net promoter score,” says Mr. Reichenbach, noting that Flow’s NPS outperforms iconic brands including Amazon (62), Apple (68) and Netflix (68).
A media campaign launched in April will likely push those numbers even higher. It puts a handful of Flow influencers – including Canadian pop star Shawn Mendes and others recognized for their commitments to health, wellness and sustainability – into the spotlight.
“I am so excited to be a part of a campaign that celebrates the positive effects of choosing sustainably packaged and sourced water,” says Mr. Mendes, Flow’s sustainability ambassador since 2019. “I’m just one of millions of young people trying to create a cleaner future for our planet, and I believe this brand is part of that future.”
Nicholas Reichenbach, Founder and Executive Chairman, Flow Alkaline Spring Watersupplied
Award-winning motion picture artist, and founder of health and wellness platform re•spin, Halle Berry joins Flow as its newest spokesperson.
“From water to food to energy, everything we consume affects us. The water I drink is essential, that’s why I choose Flow. It’s the only water that can keep up with my active lifestyle,” said Ms. Berry in a campaign post, noting, “Just like everyone else, I’m 60 per cent water.”
Long before this campaign, early brand ambassadors including NBA superstar and philanthropist Russell Westbrook have championed the brand. In a March 10 Instagram post, Mr. Westbrook said, “I care about what I put in my body, and that includes the water that I drink. Flow is my go-to water. I’m proud to be an investor and partner.”
In addition to anticipated earned media coverage and social media amplification, the omni-channel campaign includes digital and billboard advertising, as well as in-store promotion at major retailers including Whole Foods Market, Loblaws, Sobeys, Metro, Shoppers Drug Mart and others.
Other stars featured in the campaign include Taboo from the Black Eyed Peas; author, health and wellness entrepreneur, and on-camera personality Hannah Bronfman; and British-American model Paloma Elsesser.
“I love this campaign’s authenticity,” says Mr. Reichenbach. “The vibrant personalities we feature in our ads are all Flow consumers. They are sharing their love of Flow and its mission, and reminding us to make healthier choices for our bodies and the planet. It’s more a celebration of a movement -- which, in turn, will support Flow’s continued distribution expansion in North America.”
Flow’s stable of celebrities extends to its executive ranks as well, including new CEO Maurizio Patarnello, a leading global bottled water veteran. “Flow has tapped directly into the modern consumer’s desire for high-quality, sustainable water and functional beverage products, and is poised to be a market leader in the space,” says Mr. Patarnello. “Accelerating Flow’s growth will be our main goal in the coming years, and this campaign is a driver of that. I expect great things to come.”
To learn more, visit flowESG.com.
This content was produced by Randall Anthony Communications, in partnership with The Globe and Mail’s advertising department. The Globe’s editorial department was not involved in its creation.