NEW YORK: One Natural Experience (O.N.E.), a beverage company that touts recyclable paper packaging, launched a promotional campaign for the nationwide introduction of its latest product, O.N.E. Water, which hit shelves in New York outlets and on Amazon.com in late May and June.
It aims to educate media and consumers about alternatives to plastic and glass packaging through partnerships, social media engagement, and celebrity seeding.
“There's so much going on in the media about BPA in bottles.” said Emilie Veloso, co-owner and VP of marketing at O.N.E. “We want to hit the influencers in the world.”
All of the proceeds from the product sales will be donated to nonprofits each year. Those selected will rotate, and consumers will have the opportunity to vote on their favorites through the O.N.E. Web site.
The team plans to partner with other organizations, including the Government Solutions Group, to support environmental efforts.
"Bottled water is a very hard market to compete in," said Veloso. "We hope that a project like this will let us grow our brand presence and people's awarness of the brand."
The company produces other drinks, such as a coconut water and an acai flavored one. It has been doing so since 2005 when Rodrigo Veloso (now married to Emilie) founded the company.
O.N.E. is also partnering with its packaging company, Tetra Pak, to be the main water sponsor for Mercedes Benz Fashion Week this September.
To promote the launch and educational message, Veloso said the team is monitoring Twitter, editorial Web sites, and various blogs, such as Julib, Daily Candy, Style.com, and iVillage, for product- or issues-related news about plastics and related consumer conversational trends. The team then responds to posts with educational material and, often, product.
“Our marketing manager dedicated significant time getting feedback and speaking directly with consumers,” said Veloso. “That really builds a loyalty with our fan base.”
It is working with AOR HL Group on the effort. Though the main consumer and media push initiated July 8, the team began long-lead outreach six weeks ago and continues to promote the product and educational efforts on Facebook and Twitter.
The company is also working with Upp Entertainment Marketing on celebrity seeding and outreach.