Cano Water
43
pieces of coverage secured
6.47 MILLION+
total reach from media coverage
90%
of coverage included a Cano Water website backlink
83%
of coverage featured brand imagery from Cano Water
Cano Water
We partnered with Cano Water to increase awareness of its sustainable alternative to single-use plastic bottled water. Our challenge? Secure high-quality national, consumer, business and trade media coverage that would not only drive visibility for the brand but also reinforce its mission to challenge plastic waste and encourage more sustainable consumer habits.
Our approach
To establish Cano Water as a leading voice in sustainability and the beverage space, we delivered a proactive media relations programme spanning product placement, thought leadership, company news and founder profiling.
Working closely with the Cano team, we identified ESG communications opportunities to showcase the brand’s growth, sustainability credentials and mission to eliminate single-use plastic, building a consistent pipeline of news, insights and expert commentary. A key focus was elevating founder Josh White as an authoritative industry voice, securing interviews and coverage that highlighted both Cano’s commercial success and its commitment to environmental change.
Building momentum
Alongside this, we leveraged business milestones, retail developments and sector trends to secure coverage across national, consumer, business and trade media – reaching both consumers and key stakeholders. This integrated approach built brand awareness, strengthened credibility and generated valuable backlinks to support digital visibility.
Meanwhile, our strategic product placement programme used targeted seeding to drive authentic, experience-led coverage. This included inclusion in HELLO! Magazine’s plastic-free living challenge, where Cano Water was featured as a practical alternative to single-use plastic. By enabling first-hand product experience, we secured organic placements in influential titles, reinforcing Cano’s role as a credible, sustainable choice through trusted editorial recommendations.