An integrated marketing communications campaign for Hydrabox H2O

• Main Author: Coloma, Cristina Marie C.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Drinking water—Philippines—Marketing; Bottled water—Philippines—Marketing; Green marketing—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/40; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1045&context=etdm_market
• Institution: De La Salle University

Plastic does not only pose a massive pollution problem—but it also aggravates climate change. Plastic is one of the most persistent pollutants on earth as it is made to last for it takes years, even centuries, for plastic to break down. It is because of the Philippines’ massive plastic problem HydraFour, Inc. was founded with two goals in mind: create a positive impact & provide a sustainable alternative to plastic bottled water. In June 2019, Hydrabox H2O was born - a product that’s eco-friendly and produced with the lowest possible carbon footprint. It is 100% Filipino made with water sourced from the mountains of Misamis Oriental, packaged in Tetra Pak’s Tetra Prisma Asceptic packaging. Being a relatively new player in a mature and plastic-dominated industry, Hydrabox H2O aims to encourage Filipinos to re-think their lifestyle choices and switch to a more sustainable alternative to plastic bottled water. This paper will discuss how Hydrabox H2O will utilize various marketing strategies and media channels to increase brand and advocacy awareness, market engagement, and ultimately, consumer purchase.