Disruptive and innovative is what defines the DANE-SE canned water brand. On the market for a year, it has seen its name boom on social media with impactful and bold marketing, highlighting its creator Gregório Machado, CEO and founder of the brand, who has gained more and more notoriety, reaching the mark of 100 thousand followers, detail, 60 thousand of them in just one week.
Today, DANE-SE is the most followed Brazilian water company, standing out among the main global names such as: Fiji, Liquid Death, Evian, Voss and Sanpellegrino.
The numbers are truly impressive and reinforce the brand’s commitment to reaching more and more followers organically. A well-regarded strategy that has become increasingly important is what the Marketing Panorama survey, carried out by RD Station, points out.
According to the data, 85% of the more than 1,600 respondents indicated that the use of social networks is the most explored Marketing strategy compared to all others, with Instagram topping the list. It was with this objective that Greg, as he is called, decided to be the face of the brand on DANE-SE’s social networks and has made humorous posts that have won over a legion of fans of the product.
“When I think about innovation, different ideas come to mind, outside the box. That was exactly the concept I wanted to bring to the brand. A fun and light message, highlighting the importance of consuming an essential product in our daily lives, without forgetting the issue of sustainability, which is the main purpose linked to DANE-SE”, says the CEO.
It is worth highlighting that the brand has followed the opposite process compared to other companies on the market. He began his work on social media with a new concept of selling canned mineral water, even before the physical product was available for purchase. The first batch sold out in just nine days and the second, with 60 thousand units, is about to hit the market. Interested parties will be able to purchase their cans through Amazon.
With the mission of changing the consumption habit of plastic bottles, bringing a 100% recyclable alternative and reducing the production and consumption of the material on the planet, the company attracted several users, and reached the position of one of the most popular Brazilian mineral water brands. followed on social media.
“We are very excited about all this repercussion on social media, our idea is to bring innovation in a relaxed way and we have received a lot of positive feedback from people wanting to purchase our products, because they identify with it”, highlights Greg.
Recycling
Brazil is one of the largest consumers of plastic in the world. A report by the Brazilian Association of Public Cleaning and Special Waste Companies (Abrelpe) points out that, in 2022, each Brazilian produced around 64 kilos of the material. World Recycling Day is celebrated on May 17th, a date on which the importance of reusing waste is reinforced and raises questions about our relationship with the waste we produce.
Consumption patterns established in society have a great influence on the high amount of waste produced by human beings. Consuming mineral water in disposable plastic bottles, for example, is a harmful habit as it makes the process of recycling the material difficult.
Questioning this traditional model, businessman Gregório Machado decided to create DANE-SE.
“We want to bring innovation not only by offering the healthiest and most consumed product on the planet in 100% recyclable packaging, but also to change the way the customer consumes this item”, concludes Machado.
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