BACKGROUND

JUST Water is sustainably-sourced water in a plant-based carton. 

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.

Solution

TikTok content creators helped raise awareness of the issue, and to provide the information, tools and inspiration to help solve it. 

Their endorsement of our message, and the green credentials of the product, gave us the boost we needed to propel a little-known brand to the centre of a conversation around sustainability.