“When you buy it, you’re donating to organizations dedicated to empowering women. So, get your mind out of the gutter and put this Beaver in your mouth, why don’t you?”
When it takes a company 12 years to get the bottling rights to the best-tasting water in the country, their sense of humor probably got lost along about year five. But not this company, oh no.
Beaver Beverage Company (BBC) is out with a campaign for the launch of Beaver Water that celebrates in all its funny forms a somewhat vulgar term for female genitalia. As a counterweight, it is donating 10% of its point-of-purchase profits to empowering women and 100% of the profits from custom merch sales on its site to various nonprofits that empower and improve the lives of women. They are starting with a line of clothing that supports the Young Survival Coalition, which is dedicated to young breast cancer survivors.
But first, the funny part. In a 1:15 video that lives on social and its website, https://drinkbeaver.com, a woman is talking to an obviously fake beaver. As they debate the merits of naming the beverage Beaver, she says, “Trust me, on a hot day, people are going to love drinking an ice-cold Beaver,” and the beaver says, “So let me get this straight. You are empowering people to do dam (sic) good with their Beaver.” It ends with the slogan, “Dam Good Water” and a shot of the can with a haloed beaver.
The water comes from the Tushar Mountains in Beaver, Utah, or, as the website puts it: “Located in the nether regions of Utah is a mystical place, which many seek but few truly find. A place where the waters flow freely from the slopes of the forested hills down deep crevices and finally gush forth to produce some of the tastiest dam water you’ve ever put in your mouth.”
“Beaver, Utah, is famous for two things: bumper stickers that read I (Heart) Beaver and the best-tasting water in the country,” said Brittney Hunt, who co-founded Beaver Water with her husband, Brandon Hunt. “We embraced the irreverence and humor of the town and used it to create a brand of water that can have an irreverent little fun but do good for women everywhere. We don’t want people to get the wrong idea when we say stuff like, ‘Put your Beaver to work’ or ‘Put this Beaver to your lips and take a sip.’ Our Beaver is just great-tasting water from the mountains of Beaver, Utah. So, get your mind out of the gutter and put this Beaver in your mouth, why don’t you?”
“Alcohol consumption is on the decline in the U.S. So is the fun and humor that people love about beer advertising. So, we started Beaver to give people the best-tasting alternative to beer and bring back the humor and irreverence that beer advertising used to be famous for,” added co-founder Brandon Hunt.
BBC was granted access to the source by the City of Beaver. The company, which is doing its own bottling, is launching in Utah retail establishments starting with cases of flat water, with flavored and carbonated versions to come.
Because it is from Utah, Beaver Water is better for the environment than other brands, such as Liquid Death, packaged in and shipped from Austria. The aluminum can is also better for the environment. And the taste, well, Beaver Water is better than any other water in the country, and they have the awards to prove it. But taste is just the beginning of how this irreverent newcomer to the water space will continue to disrupt a stale category. Like Liquid Death, Beaver will be a water that people will embrace because it’s not afraid to challenge the social norms of what is “appropriate,” while still doing right by women everywhere.
The branding and ad campaign were created by Little Big Engine, based in Salt Lake City.