Keeper Springs

Background

Keeper Springs, founded by Robert F. Kennedy, Jr. is a bottled water company that donates all of its profits to a network of over 100 local environmental programs that preserve and protect America’s waterways.

Challenge

In desperate need of a construction crew to help build its consumer awareness, secure retail space and feed more knowledge to people on the importance of environmental protection, Keeper Springs had to rapidly draft their blueprint for future success.

Solution

A mix of cause marketing, issue awareness and star-power were the key ingredients for the Keeper Springs brand. When brought to a boil, the elements resulted in a value-added marketing stew. The creation of the Environmental Kids Club nurtured strategic retail partnerships with Whole Foods, Kings, Stew Leonard’s and Wegman’s which enabled them to overcome price point barriers and gain coveted retail real estate in the form of shelf space, point of sale materials and promotional dollars. To spice up the marketing recipe, Robert F. Kennedy, Jr.-hosted events spread the seeds of environmental awareness to local school children, providing entrée to understanding importance of Earth-friendly activities and environmental preservation.