Project Description

Case Study: Lonely Whale’s Question How You Hydrate Campaign


Lonely Whale is an incubator for courageous ideas that drive impactful market-based change on behalf of our ocean. Building on its success discouraging the use of plastic straws, the international organization launched the “Question How You Hydrate” campaign to target the overabundance of single-use plastic water bottles.


Lonely Whale needed a PR partner capable of bringing attention to consumers, global corporations,
policymakers and the beverage industry about a seemingly unsolvable problem: the use of 500 billion
plastic bottles around the globe annually.


To showcase the history of single-use plastic water bottles, their impact and alternatives, Lonely Whale unveiled a pop-up “Museum of Plastic” in New York City and Miami. At the Museum, visitors were asked to “Question How You Hydrate” by telling the story of the single-use plastic water bottle.


Lonely Whale turned to Dittoe Public Relations to drive national and international media to attend and
cover the Museum of Plastic in NYC and Miami.


Together, Lonely Whale and Dittoe PR determined the best timing to launch the first installation and to
attract the most media attention was during World Oceans Week in NYC.
Dittoe PR was also tasked with the management of all brand collaborators, including Ever & Ever, ATTN: and HP, and ensuring a consistent message was shared across all organizations.


In total, the Question How You Hydrate Campaign has generated more than 365 million media


Museum of Plastic, NYC
  • Attracted 9,000 visitors in less than one week
  • 100+ media hits
  • 200 million media impressions
  • Media value equivalency of $1.6 million
  • Museum attendance by Cosmopolitan, BuzzFeed, PEOPLE, The New Yorker, Good Morning
  • America and more
Museum of Plastic, Miami
  • 23 media hits
  • Reached 21 million people on social media
  • 118 million media impressions
  • Media value equivalency of $1.1 million
  • Coverage in Forbes, Architectural Digest, Miami Herald, Cool Hunting, Women’s Wear Daily,
  • HYPEBEAST, The Guardian and more
  • Attendance by DJ Diplo
Ever & Ever
In addition, Lonely Whale effected change in the marketplace by working alongside the makers of Vita
Coco to launch environmental water brand Ever & Ever. The Dittoe PR team led the media relations
efforts for the launch of Ever & Ever, generating:
  • 126 media placements
  • 245 million media impressions
  • Media value equivalency of $2.4 million
  • Coverage in Fast Company, Business Insider, Forbes, EATER, The New York Times, ELLE,
  • TechCrunch, CNBC and more
The success of the Question How You Hydrate campaign and Ever & Ever launch was driven by media
coverage and resulted in catching the attention of Pepsi and Coca-Cola. The companies subsequently
announced plans to switch from plastic bottles to aluminum cans for Aquafina and Dasani.


The campaign also served as a catalyst for Facebook, 2019 Global Citizen Festival and the SFO Airport
to ban plastic water bottles.