Refreshing the travel retail hydration experience with waterdrop®

The brief

waterdrop® Microdrinks are compact, sugar-free cubes designed to transform water into a refreshing, fruity drink in three simple steps: water, drop, enjoy. Lightweight and convenient, they offer travellers a smart way to stay hydrated on the go.   To grow brand awareness and increase sales among airport shoppers across Australia and New Zealand, waterdrop® partnered with Lagardère AWPL and Connected Retail. The goal was to disrupt the traditional hydration category by introducing travellers to a new way of drinking water – while converting awareness into purchases at the point of sale.

waterdrop® wanted to:

  • Expand reach among travellers passing through ANZ airport stores
  • Drive conversion for its Microdrink hydration cubes
  • Support an existing promotional offer featured on counter display unit (CDU) screens where Microdrinks and Microlyte were ranged

Client: 
waterdrop®

Sector:
Retail

Solutions: 
Retail Media, Digital

Region:
APAC

Share:

 

The approach

Connected Retail implemented a full-funnel in-store digital strategy designed to influence shoppers from awareness through to action.

1. Strategic in-store screen activation
Digital content ran across 39 Connected Retail screens in 26 stores across ANZ airports, ensuring consistent visibility at key shopper touchpoints close to purchase.

2. Clear hydration-focused messaging
Creative focused on waterdrop®’s core benefits:

  • Improved hydration for travel – immediately, on the plane, or later in the journey
  • Convenience – small, lightweight cubes easy to pack and carry
  • Simple preparation – only needs adding to water

3. Promotional incentive
To encourage trial and purchase, the campaign highlighted a combo offer: Get bottled water for $2 with any waterdrop® pack purchase. This combo made it easier for travellers to experience the product immediately, reinforcing its functionality and value.

The results

Over the 12-week campaign, waterdrop® achieved strong visibility and engagement through Connected Retail’s in-store digital network:

  • 6,309,300 total impressions via digital screens

  • 4,679,626 total ad views

  • 6.70s average dwell time

  • 74.17% conversion rate​