Hydro Flask at Reading Festival 2025
The Challenge
Hydro Flask set out to launch its new Micro Hydro range of reusable water bottles across Europe with a bold ambition: win over Gen Z by making hydration feel culturally relevant, fun, and shareable. The brief wasn’t just about sampling — it was about embedding the brand in the festival moment in this new European market, where self-expression, music, and connection are key. The challenge was to cut through the noise of a crowded festival landscape and create an experience that turned water into a lifestyle choice.
The Solution
We created a high-energy festival hub where hydration met self-expression, creativity, and play. Every corner of the Hydro Flask stand was designed to delight our visitors and keep them coming back for more, throughout the whole Reading Festival weekend.
Refill it – Festival goers could top up at premium refill stations offering chilled water with flavour boosts. More than just functional, it framed Hydro Flask as a festival sponsor that truly elevates attendees’ experiences.
Own it – A dedicated shop space showcased the brand-new Micro Hydro range. Visitors could explore the colours and features up close, and buy their bottles on the spot, converting brand discovery into immediate ownership.
Personalise it – To amplify individuality, guests moved into the merch zone where they customised bottles with bespoke charms and waterproof stickers designed in collaboration with CharCharms. Each bottle became a personal statement piece and a visible marker of belonging to the Hydro Flask community.
Share it – A graffiti-inspired #HydroFitCheck selfie mirror wall provided the perfect backdrop for festival style moments. Branded content spread organically across social feeds, building buzz far beyond the festival grounds.
Vibe it – The showstopper was a giant Hydro Flask bottle installation hiding a miniature disco. With a private DJ booth inside, it gave groups of friends a place to dance and escape into their own micro-party, cementing Hydro Flask as a brand that champions connection as much as hydration.
Play it – A festival take on beer pong drew crowds into lighthearted competition, with free Micro Hydros and vouchers up for grabs. Quick, fun, and addictive, it brought energy and repeat visits to the stand.
The result was a living, breathing brand world: a space that never stood still. Crowds gathered throughout the day to refill bottles, explore the new range, customise accessories, capture content, or party in the micro-disco.
The Impact
The activation turned hydration into a headline act. Highlights included:
13,000+ refills delivered across the weekend.
2,000+ festival goers stepping into the Micro Disco.
Hundreds of bottles sold on the spot.
6,000+ charms used to personalise bottles.
Beyond the numbers, Hydro Flask built a strong cultural footprint with Gen Z. The activation didn’t just launch Micro Hydro in Europe—it embedded it into the rhythms of festival culture, a natural expansion of the way younger audiences express themselves, share experiences with loved ones, and own their identity & lifestyle.
Venue Communication | Scenic Design & Install | Prop Making | Creative Consultation | Experience Design | Technical Design | Installation | Event & Talent Management | Live Management | Logistics (UK)
