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Hangar 1 Vodka
Fog Point
Marketing
United States
May 2016
Creativity, Marketing, PR
Context
A vodka made from fog
In recent years, California has experienced one of the most severe droughts in its history. This is a serious problem that affects the environment and has a significant impact on the local economy.
Hangar 1 is a vodka brand from Alameda, California, whose primary ingredient is water.
What could Hangar 1 do to address this shortage and, at the same time, help the community and the environment?
Objective
Seek an alternative water source to produce Hangar 1, resolve the shortage, sustainably support the local community, and generate significant brand momentum.
Challenge
How could an action be achieved that would help reverse the water shortage, the main ingredient for producing vodka? At the same time, this solution had to be 100% sustainable and completely environmentally friendly.
The Idea
Alameda is part of the Bay Area, famous for being one of the foggiest regions in the world. And what is fog? Basically, condensed water. The solution was right before our eyes.
We decided to create Hangar 1 Fog Point, the first vodka brand made with fog water, and turn it into a sustainable product that represents the essence of its origin.
How did we achieve it?
To develop the product, we sought an alliance with Fog Quest, a non-governmental organization focused on water conservation, which works on creating sustainable sources to obtain water from fog. With their help, we created fog catchers—nets made with a special mesh placed at strategic points around the San Francisco Bay.
Each of these catchers can obtain 400 liters of fresh water per day, which is filtered and processed to produce a truly innovative vodka. This allowed us to achieve enormous media presence, from TV to digital.
Additionally, we produced a documentary about the entire process, which had a significant impact on social media.
Concept
We created Fog Point, the first vodka made with Bay Area fog, which, in addition to being an innovative product, benefited the California community by being produced in a completely sustainable manner. This idea allowed us to achieve significant PR impact through unpaid presence. Fog Point became an icon of a resource reuse cycle and has served as an example for other industries not only in the U.S. but worldwide.
The solution was right before our eyes: a vodka produced with water collected from fog.
