Message on a Bottle

Promoting a Foundation by Selling a Product

Published on .

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The Altius Foundation sought to create a product to help raise funds for educating children in Latin America, so it teamed up with Leo Burnett Iberia to create a reusable water bottle.

The labels for the bottle were printed up and sent to schools in countries like Mexico, Guatemala, Honduras and Ecuador so children could write on them what they want to be when they grow. The labels were then sent back to be added to individual bottles. Each had a unique note from a Latin American child and the message: "We have written down our dream. Can you help us achieve it?"

The foundation then approached retailers to sell the bottles, securing a deal with the biggest minimarket chain in Spain. The bottles were promoted through social media, directing people to a central website where people could find a virtual copy of the bottle that they had bought, see other children's messages on other bottles and find out more about the initiative.

As a result, some 10,000 bottles were sold in the first two weeks, when 6,000 would have been viewed as a success. This attracted the attention of retailers El Corte Ingles and Toys R Us, which requested a further 20,000 bottles. There are plans to extend the project to the rest of Latin America and Asia next year.

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