This week at The Social Byte, join Cano Water, the leading canned water brand dedicated to providing eco-friendly alternatives to plastic bottles, as they team up with creative agency 10 Days to challenge Wimbledon’s ongoing partnership with Evian. In an effort to raise awareness and promote environmentally conscious choices, the #BreakUpWithPlastic campaign takes a bold stance against the excessive use of single-use plastic bottles during the tournament. The campaign included air-dropping the image below to everyone waiting at the Wimbledon queue!
While Wimbledon has shown a commitment to sustainability, their 15-year partnership with Evian as the official drink sponsor continues to contribute to the staggering waste of 250,000 plastic bottles each year, despite recent efforts by Evian to introduce reusable bottles for players.
The #BreakUpWithPlastic campaign officially launched during the tournament on July 11, 2023, urging Wimbledon to liberate itself from this “toxic relationship” with plastic and pave the way for a sustainable future.
A fully electric and carbon-neutral billboard van roams the Wimbledon area, displaying the thought-provoking message: “Hey Wimbledon, are you stuck in a toxic relationship? Call the Cano Water helpline for free on: 02080897955.” Those who dial the number will encounter an engaging voicemail guiding Wimbledon to “break up with plastic” while redirecting callers to Cano Water’s website for further information on transitioning away from single-use plastic.
Cano Water representatives, sporting T-shirts with the campaign’s helpline and slogan, will actively engage with attendees, distributing samples and sparking conversations about the importance of making the switch. Additionally, they will strategically AirDrop the hotline to individuals in the renowned Wimbledon Queue, as well as guests in the Evian VIP tent, masquerading under the alias of “Evian at Wimbledon.”
Cano Water has always been at the forefront of sustainability, pioneering the use of infinitely recyclable aluminum cans. As Cano Water’s creative agency, 10 Days brings its expertise in effective and entertaining marketing for sustainability-focused brands like Fussy, Fennel, and Wherefrom, making them the perfect partner for this endeavor.
Founder of Cano Water, Josh White, emphasizes the misleading nature of plastic recycling, with only 9% of plastic successfully recycled and the majority ending up in landfills or polluting the environment. In contrast, aluminium cans are highly recyclable, with a recycling rate of nearly 75% in the UK and steadily increasing. White calls upon brands, especially prominent ones like Wimbledon, to lead by example and reject plastic.
Co-founder of 10 Days, Jolyon White, adds that nobody wants to be compelled to purchase single-use plastic when sustainable alternatives exist. The Cano Water Hotline provides individuals with a platform to voice their concerns and encourage positive change, highlighting the need for Wimbledon to step up its sustainability efforts.
Experience the #BreakUpWithPlastic campaign by Cano Water and be part of the movement towards a more sustainable future at Wimbledon and beyond. For more creative campaigns stay tuned to Campaign Of The Week features on The Social Byte website.