The FreeWater Brand: A Philanthropic Business Model
Founded by Josh Cliffords in 2021, the FreeWater brand operates on a unique and radical business model. The company provides premium natural spring water to consumers for free, with all operational and manufacturing costs covered by advertising. Advertisements are printed directly onto the packaging, which consists of eco-friendly aluminum bottles and paper cartons, intentionally avoiding plastic. This innovative approach positions the product itself as a marketing platform.
Each bottle of FreeWater contributes to a larger philanthropic mission. A portion of the company's revenue—specifically 10 cents from every beverage—is donated to various charities, such as the Austin-based non-profit Well Aware. These donations are used to build water wells and systems in East Africa, directly addressing the global water crisis. By providing a free product, the company offers a positive advertising channel that delivers a benefit to the consumer, the advertiser, and a charitable cause all at once.
How the Ad-Supported Model Works
Advertisers can leverage FreeWater's packaging in several ways, often including interactive elements like QR codes that consumers can scan. This creates a more engaging advertising experience compared to traditional methods. The cost for advertisers varies based on factors like the number of units and distribution location, but the model boasts a high return on investment and reach. The consumer, in turn, receives a valuable product at no monetary cost, effectively monetizing their attention. This approach is part of a larger, long-term vision to expand into a variety of other 'free' consumer goods, creating what Cliffords calls a "giving economy".
FreeWater's Key Features:
- Eco-Friendly Packaging: Utilizes aluminum bottles and paper cartons, aiming for net-positive impact.
- Ad-Based Revenue: The product is free to consumers, with costs covered by advertising space on the packaging.
- Charitable Donations: 10 cents from every beverage is donated to fund clean water projects in developing countries.
- Future Expansion: Plans exist to expand the model to provide a wide range of free products beyond just water.
Scientific and Other Contexts for "Free Water"
While the brand FreeWater is a modern phenomenon, the scientific term "free water" has been in use for centuries to describe different types of water not chemically bound to other matter. The meaning depends entirely on the context of the field.
In Hydrology and Geology
In the earth sciences, "free water" is also called gravitational water or phreatic water. It refers to groundwater that is free to move through the soil and rock under the influence of gravity. It is distinct from hygroscopic water, which is held too tightly to soil particles to move, and capillary water, which is retained within soil pores by capillary action.
In Food Science
Food scientists use the term "free water" to describe water within food products that can be easily extracted by squeezing or pressing. This is different from "bound water," which is water bound to food constituents like sugars, starches, or proteins, and is not easily removed. The ratio of free water to bound water is an important factor for food preservation and shelf life.
In Medical Terminology
In a clinical setting, particularly for dietetics, "free water" has a specific meaning related to fluid balance. It can refer to the water content of enteral feeding formulas. In a more complex physiological context, it can describe the excess water the kidneys excrete above what is needed to manage the body's osmotic load.
In the Oil and Gas Industry
Oil and gas professionals also refer to "free water" to describe water that settles rapidly from oil. This is a crucial distinction in the analysis of oil, where the presence and separation of water must be accurately measured.
Comparison Table: FreeWater Brand vs. Scientific "Free Water"
| Feature | FreeWater (Brand) | "Free water" (Scientific) |
|---|---|---|
| Context | Commercial business and philanthropic initiative. | Specific technical term in fields like hydrology, food science, and medicine. |
| Purpose | To provide free drinking water, funded by ads, while donating to charity. | To describe water unbound to matter, freely mobile, or easily extractable. |
| Funding Source | Advertisers who purchase space on the packaging. | Not applicable; a natural phenomenon or a property of a substance. |
| Product Type | Bottled spring water sold or distributed via vendors and vending machines. | A physical characteristic of water within a larger system, like soil or food. |
| Environmental Impact | Uses sustainable, non-plastic packaging like aluminum and paper cartons. | Neutral or dependent on the larger system it is part of, such as the water table. |
Other Notable Mentions
It's also worth noting that 'Freewater' is the title of a 2022 children's novel by author Amina Luqman-Dawson. The book is a fictional story and is not related to the brand or the scientific concepts, demonstrating how a common term can be adopted in creative works.
Conclusion: One Term, Multiple Definitions
Ultimately, understanding what is FreeWater also called depends on the context of the question. For most consumers, the term refers to the innovative, ad-supported beverage company aiming to solve the global water crisis with a 'giving economy' model. The company's unique approach combines advertising, sustainability, and philanthropy to create a positive social impact. However, in scientific and technical circles, "free water" has a long-standing and distinct history, referring to unbound, mobile, or easily extracted water in various contexts. For example, in hydrology, it's known as gravitational water, while in food science, it's the liquid readily removed from a product. Being aware of these different meanings is key to a complete understanding of the term.
