As as start up bottled water brand with limited funds, Fresh Water had a problem. How to break into a market dominated by Nature’s Own (Coca Cola). Media Playground identified an issue in the biggest subculture in PNG, Rugby league and Footy of all codes. There was no junior coaching, or competitions to support these sports.
Our solution. Tap into the hearts and minds of the PNG community at grassroots level and put their marketing money into the community. We enlisted the help of Will Genia and John Wilshere (PNG’s Wally Lewis), to help build the 'Fresh Water' Grassroots Footy Foundation, and 'Fresh Water' Coaching Clinics. These clinics not only support the community by helping the PNG youth, but build on the gap between junior and senior football. It also put the Fresh Water brand directly into the hands of the community. At every clinic, each child is given a Fresh Water shirt, cap, bottle of water (several through the day) and signed 'Fresh' posters of Will & John, plus the opportunity to talk to their idols. The campaign has been a tremendous success on both community and business levels with an ROI of around K10,000 for each clinic and sales figures up 200%, which does not include the ongoing exposure and excitement we have created. Fresh Water's biggest problem now... keeping up with the demand for both the grassroots activations we have created and Fresh water itself.