Behind the Campaign
Take a sneak peek behind the curtain of your favorite marketing campaigns. Learn how they came up with their ideas, what their goals were, and more. Each episode highlights campaigns that you may have seen out in the wild. We ask the marketers behind the campaigns the questions you were wondering about.
Behind the Campaign
Ep #14 - Boxed Water and Alaska Airlines
What does it take to launch a sustainability-focused brand partnership without triggering backlash or accusations of greenwashing? In this episode of Behind the Campaign, Andi Robinson sits down with Matt Kovacs and Erinn Lynch from Blaze PR to break down the Boxed Water and Alaska Airlines collaboration. They walk through how the partnership came together, why PR - not advertising - led the campaign, and how the teams prepared for scrutiny around taste, recycling, and cabin waste. You’ll hear how audience targeting, media strategy, and frontline education all worked together to move the needle in a very visible way.
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For more about Boxed Water, visit https://boxedwaterisbetter.com/
For more about Blaze PR, visit https://www.blazepr.com/
Want to see the video version? Check out the Behind the Campaign playlist on YouTube.
For more about Hijinx Marketing, visit our website.