Creative Bottled Water Creative Works

Chilly’s and Uncommon pressure water brands to embrace reusable bottles

By Taruka Srivastava, Freelance journalist

June 16, 2022 | 3 min read

Reusable product maker Chilly’s has teamed up with environmental charity City to Sea on World Refill Day to urge big water brands to ditch their plastic bottles and instead turn to reusables.


Chilly’s goes big in East London

On World Refill Day today (June 16), Chilly’s launched a nationwide campaign aimed at the water brands Evian, Highland Spring and Fiji Water. It called for ‘Dear Big Water’ to be responsible for their impact on the planet and offer reusable bottles.

As part of the campaign, vans depicting a Chilly’s reusable water bottle printed with the respective water company’s logo traveled around near each HQ. There was also an open letter asking them to switch away from single-use plastics in billboards near these spots, while Chilly’s created demo reusable bottles.

Billboards have also been installed in East London (Shoreditch junction) for 24 hours with a message to water brands that Chilly’s is keen to collaborate with them to solve the problem their plastic bottles create. For this unique pitching campaign, Chilly’s collaborated with the design studio Uncommon, which created the concept.

Chilly's pitches reusable bottles to big water brands to combat plastic water bottle problem

Furthermore, a global coalition of over 400 international organizations has written an open letter demanding that the world’s five biggest plastic polluters (Coca-Cola, PepsiCo, Unilever, Nestlé and Procter & Gamble) finally commit to ‘transparent, ambitious and accountable reuse and refill systems.’

Led by City to Sea and Break Free From Plastic, the letter has been signed by the awareness day’s headline sponsor Chilly’s, alongside other household names including The WI and the Muslim Council of Britain, plus a line-up of leading environmental NGOs including Greenpeace, Friends of the Earth and Break Free From Plastic. The letter is requesting polluters to bid goodbye to single-use plastics, and embrace reusable products such as Chilly’s water bottles, cups and pots.

Tim Bouscarle, co-founder of Chilly’s, said: “This year, we wanted to go bigger than ever. It’s not enough just to encourage the general public to ditch single-use plastic and refill their water bottles – we need large-scale, household-name brands to step up and finally take responsibility for their role in plastic pollution.”

Natalie Fée, founder and chief executive officer of City to Sea, added: “As a global movement, we have the power to create a wave of change and show businesses, brands and governments that we need to see action on plastic and that refill and reuse holds the key to a world with less waste.”

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