A few months ago, we wrote (again) about CannedWater4Kids, a nonprofit that sells drinking water in aluminum bottles and cans, and donates 95 cents of every dollar earned to bring clean drinking water to children around the world.
In April, the cans were distributed to guests at the “Smurfs: The Lost Village” movie premiere.
Last week, Hollywood came calling for more water — 1,680 cans and bottles, to be exact — for the “Spiderman: Homecoming” movie premiere at the famous Chinese Theatres on Hollywood Boulevard in Los Angeles.
Hundreds of fans, along with the films’ stars — Robert Downey Jr., Tom Holland, Zendaya, Jason Derulo, Michael Keaton, Jon Favreau and Marisa Tomei — plus director Jon Watts, enjoyed complimentary CannedWater4Kids. “Everyone loved how cool the bottles and cans were, as well as the refreshing and cold taste,” says Stacy Jones, CEO of Hollywood Branded, an entertainment marketing company that facilitates partnerships between brands like CannedWater4Kids and the entertainment industry.
Originally, the event planner for the Spiderman premiere contacted Jones to see whether another of her clients, a franchise of coffee stores, would be willing to provide complimentary java for a self-serve pop-up coffee station. Jones seized the opportunity to ask whether the event planner would also like to supply guests with free cans of water — a necessity for any event, especially one held on a sunny afternoon in California. The planner took Jones up on the offer.
Jones says getting your product or cause in front of people isn’t just about publicity. It eventually brings in money. “Events like the premiere party provide CannedWater4Kids with photos and videos to utilize when introducing the product to new retail stores, or when raising investments,” she says. “They help the investors and future retail partners see that the product is one of high quality. After all, Hollywood decision-makers can choose from the very best. … Events also introduce future consumers to the product line. One of the first questions people always ask is where they can buy the water.”
You don’t need to know a Hollywood heavyweight to promote your products or causes. “Look for local events,” Jones suggests. “Ask if they’re interested in allowing you to trade free products in return for space so you can educate people. Ask for photos and video from the event so you can repurpose them.” For example, Jones put a video together after the event for CannedWater4Kids to distribute on its social media channels. Take a look: