Steaz Cactus Water Launch

Business Strategy

To launch Steaz Cactus Water, LANE executed a multidimensional strategic PR and marketing plan to drive sales and build buzz. Key elements of the campaign included the following:

  • An exclusive launch announcement with BevNET and media mailers / product sends to top-tier consumer and trade publications
  • A partnership with Flywheel Sports for consumer and media rides, social engagement, and mass sampling in LA, NYC, Chicago and Boston
  • Engagement of influencer Lo Bosworth as a celebrity co-host to build further buzz for the brand and create additional media opportunities
  • Partnership with Elite Daily in NYC on a social media giveaway
  • Media interviews for Steaz executives on-site at the Natural Products Expo West Conference


Results of the campaign included more than 208 media placements and 1,700+ engagements on Steaz’s Instagram and Twitter channels.  In addition, 4,500 cans of Steaz Cactus Water were sampled, eliciting passionate testimonials from media and consumers alike.

Want More?


Interested in working together? Get in touch to learn more about our services.