# Sea Water Beverages Tribord's Salt Water Drinks Give People a Taste of Drowning By Laura McQuarrie | Published 2015-08-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sea-water References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/life-jacket-company-creates-new-drink-from-sea-water-to-sell-their-jackets/) & [decathlon](http://www.decathlon.co.uk/izeber-m-life-vest-bright-blue-id_8309013.html) Life jacket company Tribord wanted to promote its new IZEBER50 flotation jacket in a unique way, so it created a drink made entirely from sea water in order to simulate the terrible taste of drowning. The clever campaign introduced 'WAVE' water in cans that people were quick to drink and spit out. Should they have read the back of the WAVE cans first, the message to "Make this your last taste of drowning" would have been more apparent upfront. Considering that [flavored, infused and carbonated water](https://www.trendhunter.com/trends/boost-water) is taking off at the moment, this was an ingenious way for the brand to launch its flotation jacket in a way that will leave a bad taste in people's mouths about drowning. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 16% | Activity: 56% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Sea Water Beverages:** Creating drinks made entirely from sea water for unique marketing and promotional campaigns. - **Flavored, Infused, and Carbonated Water:** The rise in popularity of flavored, infused, and carbonated water. - **Sensory Marketing:** Using sensory marketing to evoke emotional responses in consumers. ### Industries Being Reshaped - **Beverage Industry:** Innovative products and packaging for the beverage industry. - **Advertising and Marketing Industry:** Opportunities for creative advertising and marketing campaigns that use sensory marketing. - **Sporting Goods Industry:** Opportunities to promote and sell new products for the sporting goods industry by using unconventional marketing campaigns. ## Related on Trend Hunter - [Splashy Canned Water](https://www.trendhunter.com/trends/drink-weird-canned-water.md) - [Soda-Inspired Sparkling Waters](https://www.trendhunter.com/trends/soda-inspired-sparkling-water.md) - [Extreme Beverage Taste Tests](https://www.trendhunter.com/trends/blind-taste-test.md) - [Heavy Metal Sparkling Waters](https://www.trendhunter.com/trends/flavored-sparkling-waters.md) - [Salt-Powered Hydration Brands](https://www.trendhunter.com/trends/salt-hydration.md) - [Sparkling Coconut Waters](https://www.trendhunter.com/trends/strange-water.md) - [Ready-to-Drink Seawater Cartons](https://www.trendhunter.com/trends/deep-water.md) - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Law-Criticizing Ads](https://www.trendhunter.com/trends/liquid-death1.md)