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Mr Z

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Medial • 12d

This is the beverage industry's biggest enemy. While Coca-Cola, Pepsi & Nestlé spent millions on outdated methods... Boxed Water built a $100M empire using methods they wouldn’t dream of. The Boxed Water blueprint to blowing up any business is unmissable: It started at a Lollapalooza concert in 2008. Ben Gott felt disgusted when he saw the huge piles of plastic bottles covering the ground. Instead of just complaining, he had a crazy idea: What if we sold water in milk cartons? Everyone thought he was insane. But Gott saw something others missed: He saw the bottled water industry's blind spot: they competed on purity, ignoring the bottle's fate post-consumption. Here's how Gott made it work: First, he partnered with dairy producers. And make the packaging impossible to ignore. Gott created a minimalist black & white design that stood out like a sore thumb. It looked more like an art piece than a water bottle. Result? Their first test run sold out in 3 hours.

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