Challenge: Finding a Durable, Reusable Water Bottle Fit for “Branding” with Features Required by the U.S. Army
“Be all that you can be.” “An army of one.” “Army strong.” You might recognize one or more of these slogans used in recruitment efforts over the years by the United States Army. As Army marketers will tell you, the slogans worked and still work because they tap the attributes of strength, honor, character and teamwork that attract men and women to military careers. And because Army soldiers typically don’t fight for “the cause,” instead fighting for “brothers,” or individuals in their units, it is equally critical to continually strengthen and renew a sense of family among the enlisted corps.
It was this desire to cement a sense family and bolster morale that led the leaders of the Army’s 2-505th Parachute Infantry Regiment, 3rd Brigade Combat Team, 82nd Airborne Division, on their search for a water bottle that could be imprinted with the regiment’s name and given to troops. The mission of this rapid deployment battalion, counted among “America’s Guard of Honor,” is to deploy, conduct forcible-entry parachute assault and secure key objectives—all within 18 hours of notification. While the army rations a canteen to each solider, it is standard issue, without personality, without the ability to help individuals feel like part of a family.
Solution: Unit-Branded Aluminum Sports Bottle with Carabiner and Strap
The army team presented ePromos’ Account Executive Caren Aardema with their challenge: to find a water bottle that lives up to the U.S. Army’s high quality standards while meeting unique Army requirements. The bottle had to be durable, able to stand up to repeated, rough use without cracking or breaking. It also needed a carabiner or other method for belt-fastening to keep a soldier’s hands free while in the air and on the ground. Caren, as always, was up to the task: she immediately dipped into our large product inventory and quickly found the bottle they were looking for: the 20-ounce Aluminum Sports Bottle with Carabiner and Strap. Like the world-famous SIGG bottle, this reusable bottle resists absorbing beverage odors and tastes—and bacteria build-up as well. Crafted of lightweight aluminum, the promotional sports bottle also comes with a hinged cap and a deluxe push/pull spout.
Result: Colonels Surprise Soldiers by Hand-Delivering Water Bottles
The Colonels lined up the soldiers and, as a surprise, personally delivered the new water bottles, imprinted with the regiment’s signature image and name: “2-505th PIR, 3BCT, 82nd ABN DIV.” The soldiers loved the look and metal feel of the water bottles, and were especially happy that the bottles were personalized with their unit on it—something special most other units don’t have. Now, when the men and women of the 505th Parachute Infantry Regiment head out on a mission, they literally carry with them a tangible piece of their army family. This makes the Colonels happy, which, in turn, makes ePromos happy!
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