HANGAR 1 VODKA
FOG POINT
FOG POINT
Activity
Marketing
Coverage
United States
Date
May 2016
A VODKA MADE OF FOG
In recent years, California has experienced one of the worst droughts in its history. A serious problem that affects the environment and has a major impact on the local economy.
Hangar 1 is a brand of vodka from Alameda, California whose main ingredient is water.
What could Hangar 1 do to address this shortage and at the same time help the community and the environment?
OBJECTIVES
Find an alternative source of water to produce Hangar 1, solve the shortage, support the local community in a sustainable way and at the same time generate a big boost to the brand.
CHALLENGE -
How to achieve an action that would help reverse the shortage of water, the main ingredient to produce vodka? At the same time this solution had to be 100% sustainable and environmentally friendly.
The idea
Alameda is part of the "Bay Area", famous for being one of the most foggy areas in the world. And what is fog? Basically condensed water. The solution was before our eyes.
We decided to create Hangar 1 Fog Point, the first vodka brand made with fog water, making a sustainable product with the most representative of its place of origin.
HOW DO WE ACHIEVE THIS? -
To create the product we sought a partnership with Fog Quest, a non-governmental organisation focused on water conservation, which works to create sustainable sources of water from fog. With the help of this organisation we created fog catchers, nets made of special netting placed at strategic points around the San Francisco Bay.
Each of these collectors can obtain 400 litres of fresh water per day, which is filtered and processed into a totally innovative vodka. This allowed us to achieve a huge presence in all media, from TV to digital.
We also made a documentary about the whole process that had a great impact on social networks.
CONCEPT -
We created Fog Point, the first vodka made from Bay Area fog, which, in addition to being an innovative product, benefited the California community by producing it in a totally sustainable way, an idea that allowed us to have a great impact in PR through unpaid presence. Fog Point became an icon of a cycle of reuse of existing resources that has served as an example for other industries not only in the US but around the world.
Results
HIGH IMPACT ON NETWORKS
+45 million impressions with presence on all social networks.
DOCUMENTATION OF THE PROCESS
+600 thousand organic reproductions on Youtube of the short film about the process of creation and elaboration of Fog Point.
TV COVERAGE
Television and digital coverage throughout the United States and the world with more than 6 million impacts.
HIGH VOLUME OF EARN MEDIA
Sold out the product in less than two weeks of its launch with 1.7 billion PR impacts.