S'well launches first brand campaign across social, digital OOH and digital display

David Murphy

S’well, which makes and sells reusable food and drinks containers and bottles, has launched its first brand campaign to inspire consumers to find more ways to use less. The campaign will run in the UK, New York, Chicago, Washington DC, and Toronto.

With the impact of single-use plastic an increasing concern for UK consumers, the campaign highlights the brand’s sustainable living message and its diverse product offering, including the S’well Bottle, Traveler, Roamer, Tumbler and newly-launched S’well Eats and S’nack by S’well range of food containers.

The campaign was created by Mrs&Mr and is inspired by S’well’s founding mission to rid the world of single-use plastic bottles, one S’well at a time. The creative offers a new look and feel for S’well with bold fonts, extreme contrast and product hero shots with a simple, but effective message – life simply gets better with less. Across all digital media formats, different creative will be deployed throughout the day to reflect the variety of S’well products and usage occasions.

The campaign breaks at London Fashion Week today, and will run for six weeks, with a blend of large format and digital out of home advertising, social media and digital display. Craft Media developed an audience and media strategy to most effectively showcase S’well’s range of premium products, elevate its market positioning and ensure the eco-friendliness of the campaign execution. Media buying was handled by Goodstuff.

“Sustainability has been at the core of S’well since we launched in 2010 and we are proud to have been a part of a change in consumer behaviour, helping displace more than 200m bottles since 2017 through our Million Bottle Project,” said S’well CMO, Josh Dean. “With this new campaign, we are thrilled to share our point of view in a bold and refreshing way, and introduce new consumers to our full range of products to help them live a stylish and sustainable life every day."