FreeWater, creating waves of sustainability and philanthropy by distributing free aluminium beverage bottles

FreeWater, a Texas-based beverage company promoting sustainability and philanthropy simultaneously, distributes free drinking water via a charity marketing channel. The product is environmentally safe, BPA-free, and funded by advertisements printed directly on aluminium bottles and boxes.

Ads printed directly onto aluminium bottles and paper cartons pay for FreeWater. Some marketers may opt to distribute the goods for free with their B2B business, while others may choose to sell it. The water is always free with their B2C concept. Part of the company's purpose is to pay its members in the future to consume free items.

After assisting immigrants exposed to water shortage difficulties, founder Josh Cliffords came up with FreeWater. This firm is all about sustainability and providing everyone with safe drinking water. They do this by giving free water in non-plastic containers promoting aluminium and sustainability.

All of FreeWater's contributions are now going to many charities in Africa that are developing water wells and infrastructure. Ten cents from each beverage is given to charity to fund the construction of water wells for persons in need. WellAware, a charity in Austin, Texas, constructs water wells in East Africa using the funds they provide. One person receives a permanent supply of clean water, enough to last their whole life, for every 150 FreeWaters donated.

"Basically, we transform product packaging into ad space. Those ads cover the cost of the product's manufacturing, distribution, the salesperson's commission, donation to charity, and our profit. The product is then free for the consumer. We distribute FreeWater the cave person way: by dragging it out to the most touristy spots in Austin. On big giveaway days, we fill up our FreeWater truck and distribute thousands of beverages. We're doing everything today via guerrilla marketing," said the company.

Currently, 800 million people need access to clean drinking water, while little less than half of the world's population, 3.6 billion people (47%), live where water shortage occurs at least once a year. Cliffords wanted a for-profit solution to supply free, clean water and to create water infrastructure for communities.

Research done for the Aluminium Association by ICF International found that when beverages or drinks are carried and chilled in aluminium cans, greenhouse gases (GHG) are lower than when transported and refrigerated in glass or plastic bottles under the same circumstances. Aluminium cans have a lower carbon footprint than glass bottles throughout the consumption phase (transport and refrigeration). The development of the aluminium industry towards environmental efficiency has a considerable knock-on impact on other sectors.