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Choosing the right insulated drinkware is a personal endeavor. It’s an expression of who you are. After all, it girls stay hydrated.
And instead of laying out the technical specs of what makes Owala superior to its competitors, they personify each model to share a glimpse of where you can bring it with you – your bestie, your emotional support water bottle.
While influencers and rave about their favorite drinking apparatus, water bottle brands are desperately fighting for limited attention. Some people are straw people and some people are spout people. Some people want both.
With the help of TikTok, the insulated water bottle craze is now projected to be a $10.52 billion market in 2024. They are up against the likes of Stanley Cup girlies, where their viral car-explosion video took the internet by storm, blowing up their annual revenue of $73 million in 2019 to $750 million in 2023.
Founded in 2020, Owala cutely positions itself as a brand of self-expression by describing their products in the first person. This underscores their unique selling point: offering color combinations that reflect the free-sippers’ unique personality.
While Stanley Cup, Hydro Flask, and Yeti all boast their product’s features, their history, and eco-friendly pledges, Owala focuses on personality first. They outline the experiences you can have with it, with copy like “I love a window seat on a plane or a purse pocket for a night out.”
Yes, it’s a little millennial-core on purpose. The majority of their traffic comes from the 25-34 (36.62%) age bracket, followed by the 18-24 (21.84%) age group. Notably, 72.12% of their audience is female.
“We all know it’s about the pictures anyway.”