Hope Hydration, founded in 2020, utilizes outdoor advertising at events like Cannes Lions and Formula 1 to provide free clean drinking water through refill stations. These stations, standing 8 feet tall and featuring advanced filtration, display ads from major companies while attendees fill their bottles. Cofounder Jorge Richardson emphasizes the dual benefit of maximizing ad impressions and social impact. The startup recently secured a $20 million Series A funding, aiming to expand its reach and innovate its services for communities in need.
"Advertisers buy impressions," Jorge Richardson, cofounder and CEO of Hope Hydration, told Forbes. "If we can put free water in the places that have the highest impressions, we're both maximizing the number of ad impressions and maximizing our potential for impact."
Hope sets up 8-foot-tall water refill stations equipped with carbon- and PFAS-filters at highly attended events like Cannes Lions, SXSW or Formula 1 races.
The bet of Hope Hydration is to use outdoor ads to fund free and clean drinking water, benefiting both advertisers and consumers.
Richardson came up with the idea after working as the head of business development at Closca, a Spanish water startup that was building an app to help users find free water fountains nearby.
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