Fenix Water Media Kit 2020

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Fēnix Water
Media Kit 2020

WHAT
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YOU’LL
SEE
TABLE OF CONTENTS
WHAT WE BELIEVE ....................................................................................... 2
Mission Statement .......................................................................................... 2
Background .................................................................................................... 3
Our Story ........................................................................................................ 4
Social Justice .................................................................................................. 5
SHARING OUR MESSAGE ........................................................................... 6
Creative Brief ................................................................................................. 6
Press Release ................................................................................................. 9
Social Media .................................................................................................. 10
Print Advertising ........................................................................................... 30
Packaging ...................................................................................................... 32

WHAT
XWE
BELIEVE
MISSION STATEMENT
Fēnix Water is not just a water bottle, it is a reminder of the circle of
production, and creativity.
We were born out of a desire to promote community wellness. At Fēnix,
we believe that taking care of the Earth helps us take care of each other
and ourselves. It is important that we practice sustainability, creativity, and
mindfulness in any aspect possible.
What that means to us:
Sustainability- the bottle itself is packaged in the most environmentally
friendly ways possible
Creativity- we encourage consumers to find ways to be innovative in their
creativity
Mindfulness- remembering where your products came from can help you
take better care of them
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WHAT
XWE
BELIEVE
BACKGROUND
Reduce, reuse, recycle. Care for the planet. Do your part. The solution to
pollution is dilution. We’ve heard the speeches - we get the idea. We
want to take care of the planet, and we definitely don't want to be shamed
for using plastic or not turning off the tap while we brush.
Thank god, for Mother Nature’s sake, that doing these things are
respectable and strived for, but we all know they can be tough. That's
why we started Fēnix.
Fēnix Water gives our community the opportunity to recreate their bottles
into a multitude of works of art with our support. On the back of every
bottle, there is a QR code that takes them to a website that will show
instructions for how to use the bottle in artistic and enviornmentally
prosocial ways.
We thank Mother Nature for her kind giving of resources to us, like the
clearest most crisp water from the Floridian Aqueduct and glass that does
not last forever. Because of that we need to cherish what we have, and
pay that gratitude forward by continuing to add beauty to the world.
Together, we can continue to build a world that shows gratitude for
beauty by giving back in sustainable ways.

WHAT
XWE
BELIEVE
OUR STORY
We started Fēnix Water as a fun way to practice sustainability. According
to Pew Research Center, people recycle most in communities where it is
talked about. By getting people to share their sustainable practices, we
hope that the same drive to reduce single-use consumption will overflow
into other aspects of their lives.
We also want to make people feel good about the product they are
using. One reason we use glass bottles is because it is more sustainable.
Another is that we know using glass feels more masterly (National
Geographic 2018) and we want to help consumers feel as special as they
are.
That’s why we teamed up with our co-packer, Azure Water, to bring you
the most beautiful sustainable water bottle. We hope you will go beyond
the bottle with us.
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WHAT
XWE
BELIEVE
SOCIAL JUSTICE
To Fenix, beautiful sustainability is a way of life, not only a creative outlet.
To prove it we’re giving back in concrete, financial ways too. Fenix Water
is partnering with the Environmental Defense Fund. The organization
works to provide climate change solutions in energy, oceans, and
ecosystems.
Together, we can continue to build a world that shows gratitude for
beauty by giving back in sustainable ways. Working with the EDF we will
continuously ensure that we are obtaining our water in safe ways and that
we harm no ecosystems. Biannually our teams will critically assess the
state of Fenix Water production and make sure everything is being done
to the highest standards of sustainability.
EDF and Fenix share a sense of respect for the Earth that we have, innovation
and resourcefulness, optimism, and most importantly integrity. We
want to use the partnership to facilitate sustainability projects yearly.
Every year, Fenix will help fund an EDF sustainability campaign to help
find lasting solutions to environmental problems.
For example, in 2021 Fenix will be providing water bottles to schools in
Flint, Michigan. Pollution in the United States disproportianetly effects
communities of lower socio-economic status. We hope that providing
Fenix Water to children, we can give them and thier families a small sign
of hope and a way to be creative.

SHARING
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CREATIVE BRIEF
Marketing Objective:
- Gain distribution of new product in key retail chains (Whole Foods
and Trader Joe's as well as crafts stores and other grocery stores)
- Establish brand recognition in water bottle market
Advertising Communication Objectives:
- Differentiate Fēnix as an eco-friendly water bottle that lasts longer than
the duration of time it takes to drink the water. After the user drinks the
water, they can use it for a DIY project - the instructions to which are
provided on the back of the bottle in a QR code.
- Generate awareness among the target audiences
Advertising Strategy:
- Position the product as a less wasteful than single use water bottles
- Use a combination of social media (Instagram primarily) and Print
(Mother Earth News)
- Promote ad schedule to retail channel
- Schedule advertising during spring and through fall
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CREATIVE BRIEF
Target Audience:
Primary target: “The Elusive Green Consumers” of the middle class who
keep the house. These mothers are ages 40-60 whose children have
moved away, but like to keep the house busy and beautiful. They have
the time to be concerned about their environmental footprint, and often
take non-radical steps towards this goal. They also have the drive to show
off their creativity in their spare time. This creativity is often fueled by a
desire to be “green” and on trend. (Harvard Business Review)
Secondary target: Children ages 10-20 who have disposable income and
time on their hands. Always looking for something to do and to post
about, these kids can use Fēnix Water to stay busy and to show off their
sustainability to their friends on social media.
Competitive Frame:
- Water bottle companies (Voss, Fiji, Evian) and juice brands (Honest,
Snapple, Evolution Juice, Naked)
Desired Position:
- Many eco-friendly consumers avoid single use water bottles. The goal is
to emphasize that Fēnix Water is convenient for when you need to use a
water bottle to go, and it does not only have one use.

SHARING
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CREATIVE BRIEF
Reasons Why:
- Easier - don’t have to always bring a reusable water bottle around with
you to stay environmentally conscious
- Versatile - a complete activity, not just a drink
Call to Action:
- Visit Fēnix Water’s website to learn about and become familiar with the
new brand target has now heard of
- Use QR code to start your project
Tone & Manner:
- The tone is relatable and casual. Fēnix Water consumers like to feel
important and comfortable. Fēnix Water should communicate with a
sense of familiarity and ease, but also intentionally reaching for more.
Future Growth Considerations:
- Include full DIY projects as a “kit”
- Make all accessories and tools to create projects sold by the Fēnix
brand
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PRESS RELEASE
Fēnix Revolutionizes The Bottled Water Industry
Redefining What It Means To Recycle
May 5, 2020 - Fēnix Water will be available wherever water is sold. For
people who love the planet and want to give back to it through creativity,
Fēnix Water is the perfect product.
Our community will have the opportunity to recreate their Fēnix Water
bottles into a multitude of works of art with our support. On the back of
every bottle, there is a QR code that shows the customer how to use the
bottle in artistic ways.
“I bought a pack of six Fēnix Water bottles and made a string of lights for
my backyard. It looks beautiful on summer nights, and it reminds me of
my little project. I’m glad that the bottle was not wasted, and I still get to
enjoy it.” - Fēnix prototype customer, Kristina, age 44. Rather than hoping
that once you throw the bottle in the green bin, it will do its thing - you
can see how recycling can make a difference.
Additionally, we are partnering with the Environmental Defense Fund.
The organization works to provide climate change solutions in energy,
oceans, and ecosystems. Together we will be working to make sure Fēnix
is always being produced at the high-est standards of environmental
sustainability, working to help fund research projects, and donating in
charitable ways annually. In 2021, the charitable project is centered
around donating water to children in Flint, Michigan through their
schools.
Together, we can continue to build a world that shows gratitude for
beauty by giving back in sustainable ways. Thank god, for mother
nature’s sake, that there is a way that we can see that to its ends in a
meaningful way. That's why we started Fēnix, and we hope you’ll join us
in making our Earth a little more beautiful, one bottle at a time.
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FOR IMMEDIATE RELEASE

SHARING
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MESSAGE
SOCIAL MEDIA
Instagram is our primary social media platform. According to Omnicore
Research Agency, our audience is the secondary audience for Instagram.
However, Instagram is where most new products are first learned about
and is a good tool for teaching.
Fēnix will be using Instagram stories to share the projects users can use
our water bottles for. To reach the customers- sponsored posts every 2-3
days are most effective.
In addition, the hashtag #myfenix will be shared by users who went
beyond the bottle with Fēnix Water.
A calender outlining the in-feed sponsored posts and Instagram stories
follows as well as an overview of the Fēnix Water Instagram page.
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SOCIAL MEDIA
May 1-7
Post #1
May 8-14
Post #2 and Story #1
May 15-21
Post #3 and Story #2
May 22-28
Post #4 and Story #3
May 29-Jun 4
Post #5 and Story #4
Every post will be posted on the Fēnix Water Instagram page in the
weeks outlined as well as being shared as a sponsored ad twice in that
week

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SHARING
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SOCIAL MEDIA
HOME PAGE
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SOCIAL MEDIA
POST #1
20:09
fenixwater
1.984 likes
fenix water Sustaibility can be beautiful. Fenix Water
allows you to make your cosumption into something you
nurture through creativity. Check out the link in our bio
to see what we’re talking about and use #myfenix to
share how you went beyond the bottle!
9 MINUTES AGO · SEE TRANSLATION
1
9 5

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SHARING
OUR
MESSAGE
SOCIAL MEDIA
POST #2
20:09
fenixwater
1.984 likes
fenix water Sustaibility can be beautiful. Fenix Water
allows you to make your cosumption into something you
nurture through creativity. Check out the link in our bio
to see what we’re talking about and use #myfenix to
share how you went beyond the bottle!
9 MINUTES AGO · SEE TRANSLATION
1
9 5
14

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SHARING
OUR
MESSAGE
SOCIAL MEDIA
STORY #1
What you’ll need:
Step one:
One bottle
scisors
ballon
old soap container
Pour the left over
soap into the bottle

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SHARING
OUR
MESSAGE
SOCIAL MEDIA
STORY #1
Step two:
Step three:
After cutting the top
off of the ballon,
stretch the baloon
over the top
of the bottle
Place the soap pump
through the baloon
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SHARING
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SOCIAL MEDIA
STORY #1

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SHARING
OUR
MESSAGE
SOCIAL MEDIA
POST #3
20:09
fenixwater
1.984 likes
fenix water Sustaibility can be beautiful. Fenix Water
allows you to make your cosumption into something you
nurture through creativity. Check out the link in our bio
to see what we’re talking about and use #myfenix to
share how you went beyond the bottle!
9 MINUTES AGO · SEE TRANSLATION
1
9 5
18

SHARING
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SOCIAL MEDIA
STORY #2
What you’ll need:
two:
one bottle small cup scissors
string
matches
acetone or nail
polish
remover,
and a sink
filled with cold
water
plant

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SHARING
OUR
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SOCIAL MEDIA
STORY #2
Step three:
Step four:
after putting the
string back aroung
the bottle, light the
string over the sink
filled with cold
water
place the top of the
bottle upside down
resting on the
bottom piece
once it stops
burning, drop
bottle into the
sink
pot your plant in
the top, and add
water to the
bottom for its
roots
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SOCIAL MEDIA
STORY #2
finally:
let your plants live in
your window sil!

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SHARING
OUR
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SOCIAL MEDIA
POST #4
20:09
fenixwater
1.984 likes
fenix water Sustaibility can be beautiful. Fenix Water
allows you to make your cosumption into something you
nurture through creativity. Check out the link in our bio
to see what we’re talking about and use #myfenix to
share how you went beyond the bottle!
9 MINUTES AGO · SEE TRANSLATION
1
9 5
22

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SOCIAL MEDIA
STORY #3
Reusable Containers
Organize your fridge:

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SOCIAL MEDIA
STORY #3
Organize your crafts:
Organize your pantry:
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SHARING
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SOCIAL MEDIA
POST #5
20:09
fenixwater
1.984 likes
fenix water Sustaibility can be beautiful. Fenix Water
allows you to make your cosumption into something you
nurture through creativity. Check out the link in our bio
to see what we’re talking about and use #myfenix to
share how you went beyond the bottle!
9 MINUTES AGO · SEE TRANSLATION
1
9 5

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SHARING
OUR
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SOCIAL MEDIA
STORY #4
What you’ll need:
Step one:
Fenix Water (six pack)
Exacto Knife
String lights
Using your exacto knife, cut along the “T”
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SOCIAL MEDIA
STORY #4
Step two:
Step three:
Put the light
bulb into the
bottle
Bunch the wire, and push it through the
opening you made in the cap
Screw the lid
back onto the
bottle

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SOCIAL MEDIA
STORY #4
Ta-Da:
Repeat steps
on each bottle
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GOALS FOR ENGAGMENT
- Raise awareness of Fēnix Water as breakout brand
- Introduce product in a way that promotes sharing once you purchase
- Increase sales of the product by using customer's followers as tertiary
audiences once they share posts
- Start a following that cultivates brand loyalty

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PRINT ADVERTISMENTS
Mother Earth News
- Audience: Women ages 45-65 of middle income households
- Frequency: bi-monthly
- The publication is best known for sharing sustainable ideas and articles.
“Do-it-yourself” stories and advertisements are often featured.
- The initial advertisement we will share in the publication is featured on
the following page. The goal is to introduce the product and show how it
can take the guilt out of consumption.
- SRDS: It is an "authority for sustainable, back-to-the-land living. Each
issue provides practical yet wide-ranging, expert editorial coverage of
property maintenance, green building and transportation, renewable
energy sources, DIY plans and projects, organic gardening and whole
foods, natural health and more."
- Positioning Fēnix with Mother Earth News will help create brand
recognition associated with sustainability.
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into something
Make your
consumpti
on
you‘re
pro ud
of !

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