The owners of Thirst Trap, an Australian canned water product, say it is set to shake up antiquated bottled water buying habits, with its plastic-free, aluminium cans of 100 per cent locally-sourced spring water.
A collaboration by H2coco and creative agency Example, they say Thirst Trap was created to provide an infinitely-recyclable alternative to bottled water, and to encourage Australians to think more carefully about their impact on the environment.
H2coco provides the infrastructure for the cans and packaging, while the brand identity and packaging and logo designs were delivered by Example.
For co-founders David Freeman (H2coco) and Andy El-Bayeh (Example), the majority of Australia’s billion-dollar bottled water industry being packaged in traditional plastic bottles contradicts ongoing consumer demand toward more eco-friendly lifestyles.
“Around the globe – from concert venues to stadiums, hotels and retail chains – single-use plastic is being eliminated. Yet, 99 per cent of the largest beverage category, which is bottled water, is currently packaged in the most hated material,” Freeman told PKN.
“We all know that plastic is a trap, but usually there’s no other option than crappy plastic bottle of H20. So, we said no, screw that, what can we do different? The answer was aluminium cans.
“They’re infinitely recyclable and they’re also the most recycled beverage containers in Australia, with a 72 per cent recycling rate against plastic bottles at 32 per cent.
“We’re here to deliver a viable alternative – water packaged in endlessly recyclable aluminium. We’re not afraid to do things differently, to be bold, to push boundaries, and to challenge the status quo, where outdated ideologies still sadly rule.”
Australian-owned and packaged in a 100 per cent aluminium 500ml can, Thirst Trap is filled with 100 per cent fresh mountain spring water from Kinglake, Victoria.
The water is transported to a bottling facility located just up the road from the spring, ensuring purity and minimal carbon footprint, says Thirst Trap.
According to El-Bayeh, Thirst Trap is not a flash in the aluminium can, it’s a movement – a call to each Australian to re-evaluate their daily choices for the sake of our shared environment.
“We are in talks for future collaborations with brands and non-profits that echo our ethos. A line expansion is also already on the horizon, slated for late 2024, including flavoured and sparkling options that align with our core values,” he said.
“We want Thirst Trap to be a lifestyle choice, so we’re talking to those who not only want the best, but also want their choices to mean something more.”
To celebrate its launch, Thirst Trap is calling on Aussies to share their PG-rated thirst traps to do some good, with every snap shared raising funds for Ocean Crusaders – a Brisbane-based not-for-profit that coordinates specialist fleets to clean local waterways from waste before it reaches the ocean.
Thirst Trap will donate $1 for every snap shared to Instagram – tagging @SlayThirstTrap and #ThirstTrapsForGood – between 18 October and 1 November.
Proceeds from the campaign will allow the Ocean Crusaders crew, which helped clear 275 tonnes of waste from south-east Queensland waters after the 2022 Brisbane floods, conduct clean-ups in Moonee Ponds Creek in Victoria, as well as the Georges River, and the Cook River in NSW next month.
Aussies can say “screw plastic” from today, with Thirst Trap 100 per cent Australian Spring Water now available at Woolworths supermarkets and Ampol petrol stations nationwide, with a RRP of $7.50 for a pack of 4 x 500ml cans.