​JUST Water is sustainably-sourced water in a plant-based carton.
The brand - co-founded by Jaden Smith - is new to Australia, and keen to shake up the local category by taking a lead in driving positive change. We were brought on to solve a critical business challenge: generate new leads and, ultimately, increase distribution.

The insight was powerful - every minute around the world, we purchase one million single-use plastic bottles. Most of those end up as landfill or our oceans and waterways.
Gen Z are the most concerned, and very willing to contribute to the solution.
With this in mind, we focused on this core audience to spread the message about JUST Water and called upon them to nominate businesses and retailers across the country to make the switch from plastic by stocking JUST Water.

SOur campaign reached 16M Australians across influencer comms and social, with education-style information about the issue. This motivated 250,000 users to engage and spread the word through their own social channels.

Most importantly, Australians nominated 500 businesses as potential JUST Water stockists in four weeks, making it the fastest lead-generation campaign in the company’s history. This delivered a potential sales opportunity between $104,000 - $122,500 per month for JUST Water in Australia. We created the sales leads for the JUST Water sales team to convert, and in doing so made a difference to our attitudes towards single-use plastics.


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