Generating Greater Awareness of Grosche’s Mission of 300 Million Days of Safe Water in 2022
Earned Media
Grosche
FOUNDED: 2006
After GROSCHE co-founders Helmi and Mehreen experienced serious waterborne illness firsthand within their family, they set out to help ensure that no one else should have to suffer from unsafe water. Focusing on sustainability, landfill avoidance, renewable energy and being a force for good, the certified B Corp company was able to fund more than 150 million days of safe water, and in 2022, they wanted to double that goal by the end of the year.
BACKGROUND
GROSCHE was founded in Helmi and Mehreen’s basement as they envisioned creating a company with a purpose for good.
GROSCHE takes a portion of sales of every coffee/tea/hydration product sold to fund 50+ days of safe drinking water.
GROSCHE, which is based in Canada, uses the Safe Water Project to serve people experiencing water scarcity or those living with hardly any access to safe drinking and bathing water within India, Malawi, Pakistan, Philippines, South Sudan and Uganda.
EARNED MEDIA CAMPAIGN HELPS DRIVE AWARENESS OF THE SAFE WATER PROJECT
GROSCHE came to Bohlsen Group with a goal to grow awareness of their mission and brand in the U.S. Specifically, they wanted to engage Americans to further their goal as an organization to hit 300 million days of safe drinking water by the end of 2022.
Bohlsen Group made a plan: pitch GROSCHE’s mission and project across the nation. Efforts included targeting all of the major good news focused, success story outlets, from Forbes and New York Times to Better Homes & Gardens and People. Our goal was to reach two different target audiences; one that covered national news and B Corps, the other that focused on food/beverages and consumer products.
At the beginning of our partnership, a press release was distributed to highlight GROSCHE’s goal of reaching 300 million days of safe water by the end of 2022. It was focused on sharing the organization's mission and core values and how consumers could help make this goal a reality. Bohlsen Group then did targeted follow ups to key publications offering GROSCHE spokespeople to further discuss their mission.
Results
Through Bohlsen Group efforts, GROSCHE received a number of unique and exciting opportunities to highlight their mission and 2022 goals. These placements included an appearance on the Illuminate Podcast by co-founder Helmi, as well as a featured Q&A on Helmi within Authority Magazine.
Their products were also featured by national publications including Today.com, Bon Appetit and Reader’s Digest. After three short months, Bohlsen Group garnered eight pieces of U.S. coverage for this Canadian based company and more than 60 million potential impressions.