If you haven't already been led hook, line and sinker into the Frank Green water bottle craze, chances are you're at least well acquainted with the bright colour palettes, larger-than-life designs, and the apparent inability to ever part with them.
What started as a line of cleverly designed insulated coffee cups quickly expanded into new product lines, leaving competitors green with envy. Since then, Frank Green has continued to push design limits, widening their ranges to include their infamous 1-litre (and now 2-litre) water bottles — and creating some seriously impressive marketing to tie it all together.
While not a client of ours (we wish!), we like to give credit where credit's due, and Frank Green deserves serious kudos for their marketing efforts.
Who the heck is Frank Green anyway?
Melbourne-based founder Ben Young started a humble career in Industry Mergers and Acquisitions, but longed to tackle the impact of single-use products on the environment. In 2014, Frank Green was conceived — a love child of style and sustainability.
Coffee cups were their debut product. Since then, the brand has expanded to bowls, cups, tumblers, pet products and the infamous water bottles we know and love. As for the name, Frank Green isn't a person — it's a philosophy. Their vision: they are frank about living green. Sources reveal an estimated annual revenue of $13.3 million per year — not bad for a reusable drinkware brand.
The #emotionalsupportwaterbottle phenomenon
You'd think the practical and seemingly mundane essential of the humble water bottle wouldn't normally pique global audience interest — but you'd be sorely mistaken. With the growing popularity of TikTok came the introduction of the #emotionalsupportwaterbottle, amassing over 66 million views and counting.
"The pipeline from practicality to personality trait has been a trend we've well and truly jumped on."
Frank Green's 1L bottles quickly became the season's must-have. Crowds flocked to their website, competing to score coveted colourways. Piggy-backing off COVID-19 isolation periods, consumers swapped traditional comfort items for the familiar home comfort of their water bottle — always at arm's reach, creating an almost humanistic connection with a material, inanimate possession.
This positioned the humble reusable water bottle as a fashion accessory (or badge of honour) rather than a practical household item. Frank Green's founder himself likened the trend to "Kardashian territory." The marketing department latched onto the trend, embracing its popularity to drive conversions and customer loyalty — genius.
The mystery box campaign
Running simultaneously with the emotional support water bottle phenomenon, Frank Green's infamous "mystery box" campaign made its TikTok debut. Paying homage to the age-old lucky dip, shoppers quickly embraced unboxing videos on the platform, sparking conversation and encouraging others to share and compare what they received.
The brand has also cleverly recruited highly influential TikTok personalities to add flavour to their extensive marketing tapestry, building trust and likability while strengthening social proof.
The marketing magic involved
When examining Frank Green's market channel distribution, while "search" takes the lion's share, this high search volume is likely stemming from the strong brand awareness generated through their social channels. Their organic traffic has continued to grow since 2014 — a testament to the clever marketing they've built over time.
today, Frank Green also pushed the limits further with brand activations inside Aussie fashion hub StyleRunner, where consumers were invited to fully customise their own water bottle in store. By any account, this was a great success.
Why we love Frank Green
Frank Green has cemented themselves as a formidable force in an already competitive industry, mastering the art of brand awareness and making it look easy. Despite considerable success, the brand has remained consistent with their original eco-centric vision — and their unwavering brand persona shines through every aspect of their marketing.
Their website experience mirrors the fun and flair seen across their social platforms, while also seeking to educate visitors on the importance of sustainability — going far beyond simply hard-selling product features. There's much more to Frank Green than what meets the eye, and their marketing journey is one of the best case studies in modern Australian brand building.