Big Swig Sparkling Water
Our team was hired to support the launch of Big Swig Sparkling Water in the Austin-market. As a direct competitor to La Croix and HEB’s in-house canned sparkling water, Big Swig entered the market in October 2017, offering a fresh and crisp product with fun and bold branding.
The idea for Big Swig came to fruition after seeing an opportunity in the market and the increasing popularity of sparkling water. While the brand launched in the fall, we were able to capitalize on the busy event season in Austin, we worked to connect Big Swig with event opportunities leveraging our existing relationships and client base. These opportunities included seeding to W Austin hotel rooms during both ACL weekends and Formula 1, James Beard Foundation Taste America, Austin Eats Food tours, Austin Monthly’s Best New Restaurants event and holiday party, Austin Design Week, Bumble, Lake Austin Boat Trail of Lights VIP, Becker Elementary Fall Fest, Criquet’s Holiday Party, and more.
What we did
Additionally, through our field marketing efforts, we implemented a strategy to introduce the brand to locations where people may be drinking sparkling water regularly, as well as getting in front of those who make purchasing decisions for office buildings. We were able to connect with and seed co-working and creative spaces, offices and businesses throughout Austin, fitness studios, residential buildings, and retailers, resulting in multiple events, as well as onsite programming and activations involving Big Swig.
To make a splash for its launch into the Austin market, we put together media and influencer packages designed like a lunchbox and collaborated with Tito’s Vodka to include a mini bottle and cocktail recipe using Big Swig. The packages also included a one-sheet with info on the brand as well as swag and were distributed to 40 key targets. The cans garnered a significant amount of social media buzz and increased digital visibility, with recipients including Good Day Austin anchor Lauren Petrowski, freelancer Dan Gentile, Studio512 host Amanda Tatom, influencers behind @coupleinthekitchen, @passporttofriday, @atxpartygirl, and more all posting on Instagram following the drops.
We concurrently secured press placements in CultureMap, the Austin Chronicle, BevNet, Austin Monthly, and a segment on KXAN’s Studio512 tied to the launch.