Flow Water makes an in-store play

The brand continues its partnership with the Jays' Josh Donaldson, adding a contest layer to its campaign.

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Flow Water has added a contest element to its summer campaign, leveraging in-store POS to gain customer participation on social media.

In May, the Canadian eco-oriented water brand launched “Mind, Body, Flow,” a digital campaign targeting the 18 to 45 demo featuring Toronto Blue Jays’ star Josh Donaldson and other influencers.

Now, the brand has added a contest component, prompted through in-store POS (including door clings, posters and floor stands) and sampling at Sobeys, Loblaws, Overwaitea, London Drugs and Rexall locations. The contest, running until the fall (September to November, depending on the retailer), asks customers to tag their Instagram posts with what “Mind, Body, Flow” means to them for a chance to win various prizes, including a wellness retreat.

Along with the in-store push, the brand has also released a new 60-second online video featuring Donaldson showing how he lives the “Flow lifestyle.” It’s also using social ads and influencer relations. Flow works with Jackman Reinvents on in-store and with NKPR for influencers, PR, social and strategic partnerships.