A brand that turns humidity in the air into drinking water is expanding into the U.S.—and it’s hired BBH to help it do so.

The Publicis Groupe agency was selected to handle creative for A1rwater, which was founded in Abu Dhabi, United Arab Emirates in 2018. The brand made its stateside debut in October, led by Americas CEO Peter Carr and Chief Operating Officer Ryan Bibbo.

Both Carr and Bibbo were executives at Bacardi, where the former worked with BBH USA CEO Steven Panariello.

BBH USA won the business without a competitive review. Media duties for the U.S. remain “under evaluation,” Carr said in an email.

The strategy 

A1rwater’s products and services include still and sparkling water in reusable bottles or recyclable cans for consumers. The brand, which says it uses “atmospheric water generation technology,” also supports commercial and governmental organizations, which may require larger quantities of water. Through its A1R3000 industrial machine, it can produce up to 3,000 liters per day and eliminate the need for extensive supply chains, Carr said. 

The bulk of the business in the UAE supports hospitality, education, corporate and government sectors. “Our atmospheric water generators are providing these customers with sustainable, on-site water access while reducing reliance on single-use plastics,” Carr said.

A1rwater will initially concentrate on marketing its bottled and canned water in the U.S. It’s a crowded—and lucrative—category, but the brand believes there’s an opportunity to redefine how water is “sourced, delivered and consumed,” especially as consumers grow increasingly concerned with water quality and demand sustainable solutions, Carr said. 

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“There’s some really interesting health and wellness benefits,” such as “being free of microplastics,” said Panariello, who assumed the top role at BBH USA in July. “We as a society have expected access to water, but there’s also a quality of water conversation to be had.”

A1rwater plans to build brand awareness and its audience through digital and social platforms, as well as sponsorships and partnerships, Carr said. Experiential marketing will also be a key focus, according to Panariello, who said it’s important for consumers to experience the brand and how the technology works. 

“Bringing that innovation to the forefront will be important,” Panariello said.