Hydrapaks are backpacks with built in water bladders made for biking, hiking and other outdoor activities.
One of the many challenges for this brand was to simply convince people that their water bottles are tired old technology. A series of propaganda posters, which later transformed into ads, were created to encourage people to “get off the bottle.”
Shock Therapy
At GetOffTheBottle.com we introduced “shock therapy” to the web. Here a test subject is riding a stationary bicycle and every time he reaches for the water bottle, the user can send an electrical shock through him. “Negative conditioning” teaches the subject that using a water bottle is not a very good idea.
OOH
In another effort we customized police caution tape with our “get off the bottle” message. We used street teams to tape our message across water bottle cages on bikes throughout select cities.