This article was written by Kevin Majoros
Ever and Ever, a new aluminum canned water brand, launched in June of 2019 in conjunction with award-winning incubator Lonely Whale’s Question How You Hydrate campaign.
Ever & Ever is owned and produced by Lonely Whale partner, All Market Inc. (AMI), the makers of leading coconut water brand Vita Coco and organic energy drink brand Runa.
AMI introduced Ever & Ever as a catalyst for change in the water aisle to give consumers on the go – who left their reusable water bottles at home – the opportunity to purchase single-use waters that won’t harm the environment.
The Advantages of Single-Use Aluminum Over Plastic
By 2050, the ocean is expected to contain more plastic by weight than fish. Unlike single-use plastic water bottles, aluminum cans are 100% recyclable. Ever & Ever aluminum bottles are easily and infinitely recyclable when disposed of correctly in a recycling bin.
Nearly 75% of aluminum ever produced is still in use today, compared to 91% of plastic waste having never been recycled. Yet, one million single-use plastic bottles are sold every minute around the world, according to market research group Euromonitor.
“We are in the business of selling beverages in single-use packaging, and our team shares a passionate commitment to finding ways to neutralize our impact on the environment. Consumers are starting to recognize the negative impact of single-use plastic, yet their choices in grocery and convenience stores are limited,” said Mike Kirban, CEO of AMI. “As an agile, independent company, we know AMI is uniquely positioned to help address this issue, and we are so proud and eager to get this environmentally-friendly water brand in the hands of our consumers.”
Partnering Together to Promote Sustainable Alternatives
Question How You Hydrate is a new Lonely Whale movement that empowers consumers to choose and champion sustainable alternatives to single-use plastic water bottles. The campaign is being launched in partnership with Point Break Foundation and creative agency Young Hero.
Ever & Ever is one of Lonely Whale’s preferred sustainable alternatives to single-use plastic water bottles. Just as the name suggests, the Ever & Ever bottle is infinitely recyclable. When recycled, an aluminum bottle can be turned into a new can in as little as 60 days.
“AMI partnered with Lonely Whale to think about our long-term strategic sustainability initiatives and how we can neutralize the impact of our single-use packaging,” said Jane Prior, chief marketing officer of AMI. “Born out of this partnership was the opportunity to launch Ever & Ever, a solution that consumers can use to #HydrateLike a mother, a traveler, an athlete, an activist and more.”
Showcasing Solutions for an Ocean Free from Plastic Waste
As part of the campaign, Lonely Whale, Ever & Ever and other #HydrateLike partners have launched a pop-up Museum of Plastic in New York City. The museum illustrates an ocean free from plastic waste and the solutions available to everyday consumers to inspire action and make a positive impact. The Museum of Plastic is available for a limited time at 473-475 Broadway, NYC.
“Single-use plastic water bottles are a relatively new phenomenon which exploded onto the scene in the 1990s and have since become the norm for consuming water,” said Dune Ives, executive director of Lonely Whale. “Our Question How You Hydrate campaign is waking the world up to the problem with this reliance on single-use plastic water bottles. We’re thrilled to promote Ever & Ever as a new alternative that allows everyone to answer one simple call: No matter how you hydrate, do it without single-use plastic.”
Ever & Ever is sold in 16-ounce Alumi Tek bottles, individually and in 12-packs. The aluminum canned water is available in still or sparkling and can be purchased online, on Amazon and will be available at retail stores in the United States.
Follow Ever & Ever on Instagram
Kevin Majoros shares stories on sports, ocean adventuring and conservation. He is based in Baltimore/Washington and travels the world as a competitive swimmer.