Home Smart 100 2011 321 Water (SMART 100)

321 Water (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

321 Water

This innovation initially came to life when…

…reading Anita Roddick’s book of collected essays, Troubled Water, which amongst other things predicted wars on water in the 21st century. It was not long after, when I was tackling more water-related dilemmas, I determined that the conundrum of bottled water could use a marketer’s approach. The notion that in a country where there is perfectly safe tap water available it is ridiculous that we are quenching our thirst with bottled water. My solution: 321 Water.


The purpose of this innovation is to…

…quench the thirst of the bottled water users with a slick refillable water bottle that filters tap water to reduce the environmental impact of bottled water. Let’s all drink tap water and be proud tap water drinkers!

It does this by…

…providing the user a stylish BPA-free bottle that not only looks good but also allows the user to filter tap water to make it taste as great as bottled water. The unique plunger mechanism allows the style-conscious consumer to filter the water in one fluid movement and gives it a wide drink opening to quench their thirst.


This innovation improves on what came before because…

It is the only reusable water bottle that came to life through crowd-funding, looks great, is a true style accessory and increases your chicness quotient. 321 Water filters tap water in a unique French press filter way, has a clear container, is BPA free and is made in Australia!

Its various benefits to the customer/end-user include…

A unique way to filter tap water and make it taste better than bottled water. Easy to fit in any bag or car cup holder (even in a Citroen) everywhere you go. 321 Water starts a fluid conversation.


In the past, this problem was solved by…

…less appealing, cheap looking plastic bottles, some with “suck” and some with “drip” filters. Clearly none of the previous available reusable water bottles were designed as a style item, but more as a practical piece of equipment to carry water. Time for some design thinking.

Its predecessors/competitors include…

…many “Made in China” bidons, aluminium water carriers, BPA-free vessels and the more recent emergence of the “suck” filter bottles. All reusable and very practical-looking bottles.


It is made for…

…everybody who drinks water and wants to do that in style in the office, on the go, in the Citroen, after a yoga session, during a conference or anywhere else.


It is available for sale through…

…online as easy as 321water.com. There are also a number of forward-thinking design establishments that sell 321 Water in most capital cities. More channel opportunities are currently in development.

Our marketing strategy is to…

…primarily engage with the 321 Water customer in a non-traditional approach via social media and online via the “I drink tap water” (IDTW) movement. 321 Water is a challenger brand that will use digital tools to generate brand engagement and consumer love. A passionate IDTW community will help spread the message and love of and for 321 Water.



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