BevNET 2007 Best Marketing Campaign: Fred

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.