FLOW: BRAND LAUNCH AND NORTH AMERICAN EXPANSION

As the agency of record for Flow Alkaline Spring Water since the company’s start in 2015, NKPR has provided strategic PR support for the brand’s entry into the market, increased national and international awareness amongst consumers and businesses, and supported expansion. Currently overseeing the PR strategy across North America, NKPR works with Flow to increase product awareness, generate meaningful storytelling opportunities internationally, and shape corporate image.


THE CHALLENGE:

Build awareness of Flow Water in North America, drive consumer sales, support expansion, and continue to develop long-term, meaningful partnerships that reach core consumers and speak to the brand’s core pillars of health, wellness, and sustainability.


WHAT WE DID:

  • Developed a 360 degree integrated PR strategy generating meaningful coverage and awareness in top-tier consumer, trade, and blogger media outlets through strategic media relations, targeted product sampling, and marketing/consumer promotion initiatives
  • Conducted ongoing seeding to top-tier influencers
  • Facilitated introductions with aligned brands for ongoing sales opportunities
  • Strategic event and partnership support, including leveraging the North American announcement of Flow Water as the official water sponsor of the TCS New York City Marathon
  • Supported global campaign announcements with strategic celebrities, including Shawn Mendes and Gwyneth Paltrow, and an exclusive partnership announcement with Gwyneth’s modern lifestyle brand, goop. 

RESULTS:

  • Generated over 675.25M impressions to-date, via over 700 pieces of coverage for Flow, increasing widespread awareness for the brand, which has rapidly expanded its consumer and business presence
  • Generated over 224.1M Media Impressions with the first New York City Marathon press release in both trade and business outlets including: BevNET, TODAY, Sports Business Journal, Strategy Magazine, Canadian SME Magazine, Proactive Investor and more.
  • Put Flow in the hands of notable celebrities and leveraged the brand’s engagement with celebrities and influencers such as Josh Donaldson, the Toronto Raptors, Antoni Porowski, Jacob Tremblay, Maria Bello and more.
  • Since it’s start in 2015, Flow Alkaline Spring Water has grown from availability in Canada, to being available internationally across North America, Europe and Asia and has grown their product portfolio to include a full flavour family.

SEE MORE CASE STUDIES
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