During the summer of 2025, Glacial, a reusable water bottle brand, teamed up with Juno to creatively highlight the importance of publicly accessible drinking water in Stockholm. The campaign aimed to reduce the purchase of single-use PET bottles while also sparking a conversation about the right to clean water in public spaces and the importance of refilling.
The idea for “Refill Don’t Buy” was born when Glacial’s founder, Petra Ringström Oxhamre, found herself with two thirsty children on a hot June day and realized there was no updated map showing where Stockholmers could refill their bottles. After contacting city authorities with little success, Petra decided to map it herself.
In collaboration with Juno, a field survey was conducted, testing dozens of water fountains across Stockholm. The results revealed stark differences: Södermalm had multiple functioning fountains, while more than ten on Östermalm were dry. Vasastan and Kungsholmen had only one working fountain each. Glacial’s team then created an interactive Google Maps tool, guiding residents and tourists to functioning fountains, complemented by city-wide posters. The campaign was further amplified via PR-outreach, digital marketing and creative seeding, placing Glacial bottles at the fountains throughout the summer.
“Refill Don’t Buy” combined guerrilla marketing with a public service initiative, turning a practical tool into a conversation starter, engaging Stockholmers to rethink their drinking habits and highlighting the benefits of refillable bottles.
