Introducing Fred: Humanizing Bottled Water" At a time when most marketing campaigns involve getting a photo with Paris Hilton, the folks behind Fred water
turned the idea on its head: now, celebrities, consumers, shopkeepers, want to have their photos taken
with Fred. Building a cult of
water personality proved to be a cinch for the crew at Fred, seasoned marketers
all. Here’s their unorthodox approach, which won Fred “Best Marketing Campaign
of 2007.”
BLOGGING:
By setting up Fredspot.com
as an online hangout, brand begins to build identity, including Fred as “cool dude” receiving
invites to exclusive parties, like HappyCorp’s LVHRD.
POSTERING:
Fred gets the Andy
Warhol treatment on the street.
STARDOM:
Media mention Fred as
popular. Mission accomplished! Fred now
rhymes with Celeb! (Kinda.)
FREDSPOTTING:
Up the Pacifi c Coast,
all over Boston, at festivals like Burning Man, photos and videos show the product out and about,
on the scene.