Chilly's: Dear big water – if you can't beat them, lead them

Chilly's, a reusable bottle brand, created prototypes of its bottles and reskinned them to fit big water brands in an attempt to form a partnership on World Refill Day in the UK and get consumers talking about the brand and reusability.

Chilly's "Dear Big Water": If You Can't Beat Them, Lead Them.

This is not a David and Goliath story.

There is no brave hero toppling a giant enemy.

No slingshot being launched. No

Achilles' heel being struck.

No beanstalk falling to the ground.

The truth is, there are other ways for challenger brands to win.

And this is one of them.

A brand that embraced its enemy with empathy, instead of hostility.

A brand that gave its Goliath a helping hand, not a slingshot.

And in doing so, found a completely new way to win.

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