As hydration is an important part of everyday life, especially when working out, FORWARD was briefed to bring this to life in a fun and engaging way, targeting a wider array of media than the usual product placement and wellness pages. The overall goal was to raise awareness of Thermos hydration bottles, communicate key hydration messaging and encourage people to invest in a high-quality, re-useable water bottle.

Hydration is a space that is a focus for a number of water bottle brands, as well as drinks companies, making it cluttered and difficult to achieve cut through. Thermos is also seen as an ‘old’ brand that is focussed on keeping liquids hot, rather than cold.

We needed to create something that challenged misconceptions around Thermos products, positioned Thermos as experts in hydration and water bottles suitable for fitness, while being fun, engaging and newsworthy.

The Plan

FORWARD developed a plan which tapped into the heritage of the Thermos brand, aligned with the trend for retro, and highlighted key hydration messaging in a fun and engaging way. It was all brought to life at a consumer event – Thermos Hydrobics.

Tapping into the retro trend, we worked with three TV instructors from cult 80s show, Aerobics Oz Style, to bring it back for a one-off event in Sydney. The instructors developed a 45 minute, retro inspired, heart-pumping workout, which also incorporated Thermos bottles into the routine. The venue was styled with two ‘Instagrammable’ branding areas and guests got to take away Thermos product and a branded Thermos yoga mat.

We also worked with metro and lifestyle media to place interviews and event listings, highlighting the event and the hydration messaging, linking it to the news hook that Aerobics Oz Style had returned for a one-off event.

The Results

A packed venue, following 150 event registrations

36 pieces of coverage appeared in key target media across print, online, broadcast and social media, reaching for than 20 million Australians nationally

Coverage highlights included Sydney Morning Herald, Saturday Telegraph, Weekend Sunrise and WHIMN

  • Date Published:Monday 4 December 2017