The water bottle brand thriving off capitalism
The water bottle brand thriving off capitalism
And how exclusivity leads to desirability
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What is the ultimate emotional support water bottle?
To answer this question, we must go back to the VSCO girl1 era, when teens wore beaded bracelets and scrunchies as they posed with their Hydroflasks and an extra gritty photo filter.
There was something comforting about the blocky, matte bottle, filled to the brim with ice. It started the trend of always having a trusty water bottle with you.
The Stanley cup has since come for Hydroflask’s fame. Much larger and branded as a stay-at-home water bottle, the Stanley became so popular, there were influencers advertising lid tray tables you can eat out of and cross-body slings to carry it in.
But the brand standing out lately? Owala.
With its easily mixed and matched colors, as well as a sturdy frame, the bottle appeals to those with a taste for flare. It’s a bit under the radar, but popular enough to have a dedicated fanbase.
And by dedicated fanbase, I mean people are buying multiple versions of these, especially because of Owala’s special “Color Drops” – exclusive editions of the bottle. You have to tune into the website at a certain time on a certain day, hoping you get there fast enough to order one yourself.
I somehow ended up on Owala’s mailing list, able to observe these campaigns. (Okay, I know exactly how. I gave into a special-edition Dutch Bros collaboration. I didn’t get it, but I was able to go on backorder, and my bottle should be arriving in December). Since, I’ve been impressed by the brand’s eye-catching subject lines and marketable products.
I’ve already seen two Halloween-themed color drops: a glow-in-the-dark ghost edition and a werewolf edition. I won’t say email subjects like the following haven’t been tempting:
🐺 Werewolves are just a myth right?
Being our friend has its perks…
Been waiting for these? 👀
40,000+ Five-Star Reviews 😍
Get Boo-Ya on Backorder 👻
The subjects are quick and actionable. Plus, they’re humblebrags. Throw in a couple emojis, and you have a great recipe to catch someone’s attention while they scroll through their inbox, long enough for them to consider opening the email. I’ve been clicking on them, curious what they’ll lead to. The content is simple and visual, always linking out to the website.
I was a Hydroflask girlie for the longest time. Growing up in Arizona, it was the best product on the market while I was in high school. It kept your ice cold, and you could pick from fun colors. The metal was an upgrade from thin plastic (cough, Nalgenes) that warmed easily – but made for a bulky accessory and a very loud bang if it dropped. Not to mention the acquired dents. Adds personality, we’d say.
Then, toward the end of college the Stanley Cup became popularized. A TikTok-worthy product, the ginormous water bottle was great for those who wanted a water source to live at their desk. I liked it’s minimalistic aesthetic, but the lid was difficult to close, and it was also heavy and hard to carry around. I also never would’ve paid for one myself, since mine was a gift.
It took a long time for me to make the switch to Owala. After many a month of cajoling, I finally picked up a bottle at Target last year, mostly because my Hydro was feeling too bulky, even with the lightweight series.
I was skeptical, but I liked how Owalas had both a straw and a lid in one place. It’s been very good about not leaking, and I’ve gotten compliments on the bright orange and pink tumbler I chose. It’s lightweight, and keeps my water tasting crisp. On the other hand, the snapback of the lid is a little too loud for me, and I don’t really like the handle by which to carry it.
Now, I’ll admit, I have multiple Owalas. (They’re all different sizes, so I can justify it). I think every water bottle has a place, and to each place, its water bottle. Owala is taking that to the next level – to each water bottle, it’s coordinated color.
Owala is thriving off their rapid fire marketing campaigns. “Exclusive” products are more desirable. I put exclusive in quotes because as my Dutch Bros order indicated, the company is willing to open up a backorder for high-demand Color Drops.
“Any Color Drop that sells out in an hour or less will automatically open for backorders until 10 AM MT the following day. Backorders are estimated to ship 10-12 weeks after the purchase date,” Owala’s website says.
Plus, compared to other brands, Owalas are more affordable for the same, if not better, features. You can justify two Owalas for a little bit more than the price of Hydro, but you get the added bonus of mixing the lids with the bodies.
“We took a long hard look and found that most water bottles are either overkill or underwhelming. For starters, do you really need a water bottle built for climbing Mt. Everest for your desk at work?” Owala says on its website. “Or when you’re just out and about? Or sweatin’ to Post Malone at the gym? You need a water bottle designed to be your sidekick, not your sherpa.”
Owala has found a way to tap into our fast fashion itch, convincing us we need multiple versions of the same item for whatever occasions arise. It reminds me of Crocs’ versatility. Hydro was aiming for this goal, but their bottles never became unique enough to pass the threshold.
Build up hype for special releases, and you’ll build up a loyal fanbase looking to start a collection. I can’t even hate. I respect the grind. Owala is meeting their audience where it’s at, and their strategy is working.
Maybe I do need an emotional support water bottle in every color.
Read my last story: Parasocial grief and dealing with a celebrity's death online
My weekly roundup:
🎶 What I’m Listening To: “Aquamarine” by Addison Rae
🎞️ What I’m Watching: Love is Blind, Season 7 (D.C. <3)
📱 What I’m Scrolling: “in da clerb, we all fam” memes
⚠️ What’s On My Radar: Moo Deng, I won’t forget you
Read the full Gen Z Dictionary here.
VSCO girl: A type of beachy 2010s aesthetic that came from the photoediting and sharing app, VSCO