This week, Edelman proudly helped launch JUST Water in the UK alongside Hollywood superstar Will Smith. In an undercover mission, Will Smith transformed into a Boot’s retail assistant surprising shoppers and giving away signed water bottles.
JUST is the eco-conscious bottled water brand which sports an innovative bottle made from paper and sugarcane – which is now available in 800 Boots locations and all UK Whole Foods locations. Made from 82% renewable resources, mostly of paper from FSC managed forests which is recyclable in nine out of ten UK communities where roadside or bottle bank collecting is available.
Founded in the US by Jaden Smith, son of Will Smith in 2015, Just aims to become the most prominent, well-recognised sustainable bottle of water in the UK, offering consumers an alternative to the default plastic packaging for water. Entry into the UK market comes after rapid growth in the US since its 2015 launch, with JUST becoming the number one selling branded bottled water in its category at Whole Foods Market.
“While Jaden was surfing as a young kid, some plastic water bottles floated by him and he soon realised that they were dirtying our oceans and killing the environment. He was immediately motivated to do something to save our planet; our future – and with that wish, JUST Water was born,” said Will Smith.
For more information on JUST’s mission click here.