S'WELL

S’well brand was founded in 2010 with a goal of reducing plastic bottle usage. The company donates to the U.S. Fund for UNICEF, American Forests and Drink Up. At the same time, the company’s main effort to attract more buyers is connected to the bottle’s design. S’well offers about 95 designs of the bottle and often introduces new collections. The average customer has 5.5 S’well bottles.

KEEPING IT SHORT

Problem: Any reusable bottle makes a positive impact on the nature, so what is the difference?

Strategy: Let people know about an impressive number of possible designs by challenging customers’ creativity

CASE STUDY

OBJECTIVE

To increase the brand awareness of S’well among Millennials and older Generation Z who value style.

RESEARCH

Secondary research on the company and its competitors
Secondary research on Millennials’ attitude toward business associated with a good cause
Secondary research on Millennials’ changing perception about life
Secondary research on reusable bottles
Secondary research on Google Trends
Interviews with S’well’s users
Interviews with people who own reusable bottles of other brands

Google Trends

Search Term: "Swell water bottle"

INSIGHTS

S’well owners value design of the product the most but still appreciate the company’s efforts to participate in and solve social issues.
S’well is considered to be a good holiday gift (especially for Christmas) and its search on Google increases before Christmas, Mother’s day, Easter, Father’s day, and during the first week of school
Even if a person doesn’t know the S’well brand itself, he/she can recognize the shape of the bottle.

BIG IDEA

Be Stylish While Being Responsible

STRATEGY

Let people know about an impressive number of possible designs by challenging customers’ creativity

PERSONAS

Samantha

Samantha is a 19-year-old college student whose HHI is lower than $25K a year. She is single and lives in sorority. She has one S’well bottle but wants to buy one more of another color, because she treats S’well as a trendy accessory and believes that having several bottles will highlight her creativity and personality (especially, when she put the bottle on a table in a class).

Julie

Julie is a 27-year-old architect who earns $60K a year and she is currently single. She is socialy active, likes to spend time with her coworkers and friends, and often discusses fun ideas with them. She thinks that she is highly creative and talented but her current employer surprisingly hasn’t promoted her for several years. She doesn’t have a S’well bottle but saw them before in yoga classes and at stores. It will be her present for Christmas for herself. Also, she wants to give it as a pres

TACTICS

Swell - River

Swell - Mountains

Swell - Leopard

Swell - Sakura

Swell - City

S’well fits not only you, but also your surroundings: to engage customers asking them to show their creativity and imagination, through a contest. To participate in it, a person would make a snap with their S’well bottle camouflaging it in surroundings.

Tactic 1.

Tactic 2

S'well Your Christmas

S’well your Christmas: The company donates to American Forests. S’well can bring attention to its relationship with this organization by asking people to save a tree by building their own Christmas tree. They would be asked to post photos on social media for the chance to win S’well bottles of a unique design and donation to American Forests in the winner’s name.