Earth Month: S'Well Bottle - Hydration Magic

An admirable attempt at conjuring a coolness to its reusable bottles, this S’well ad stumbles at the final hurdle. Low Encoding scores throughout mean the ad is likely to fail in cementing the association between the S’well product and that social coolness.

Screened October 2018 | 152 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

Screened October 2018 | 152 general population brains | Cross-screen | Toronto, Canada | General Content Benchmarks

What engages?

[Nothing]

What fails to engage?

[0:14-0:31; 0:46-0:52; 1:23-1:29]

  • The first slow motion toss of the water balloon. 

  • The water balloon slow motion crash into the wall. A woman dodges a thrown water balloon.

  • A water balloon passes across the screen and S’Well is revealed.

Other thoughts: 

Attention and Connection scores hover around benchmark for much of the 90-second spot, as the compelling visuals and hip music combine to take audiences through an interesting concept. But poor Encoding scores throughout, and specifically in the brand and product moments mean linkage between the social coolness and the brand is unlikely.


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