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The Cohley Conference 2025
Third party retailer relationships are an essential pathway to growth for consumer goods brands, but entering the space is no easy feat -- in addition to driving sales, brands are expected to provide an extraordinary amount of marketing and content support.
After making its first grocery store placement in 2018, PATH Water, a beverage company revolutionizing the industry through offering sustainable alternatives to single-use bottled water, knew that expanding into retailers would be a key area of growth for them in 2023.
Visual content has been an essential part of their business, as it brings to life their mission is to shift consumer behavior from single-use plastic towards a better option- a reusable aluminum bottled water.
As the PATH team continues to expand into retailers, they knew they needed a content partner to help to support, grow, and expand these essential sales channels.
PATH Water partnered with CVS to launch their 7 Day Re-Fillit Challenge to encourage consumers to end the use of single-use plastic bottles by purchasing a PATH Water bottle at their local CVS.
To drive awareness, PATH worked with 20+ Cohley Creators who were tasked with creating UGC videos showing moments of refilling their bottles for 7 days straight. These videos also included co-branded scenes of creators shopping for PATH at their local CVS.
Because PATH owns the rights to all of the content generated on Cohley, they activated the content across multiple channels to increase the ROI on their content investment, with the focus on strengthening their relationship with CVS.
