Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

A woman known as “The Chi Junky” has been selected as the face of Flow after the water brand asked the public to choose a spokesperson in the #FindYourFlow contest.

Rachelle Wintzen
Rachelle Wintzen (pictured), who also owns a Toronto yoga studio called The Chi Junky and is a certified holistic nutritionist, beat nine other finalists in a vote on Flow’s Facebook page that garnered more than 1,000 participants. She’s slated to appear in a campaign for Flow later this year.

Launched earlier this year, Flow bills itself as naturally alkaline spring water with high pH. Flow is now available in more than 230 stores in Ontario, Quebec and Eastern Canada including Metro, Loblaw, Shoppers Drug Mart, IGA, Whole Foods and a variety of organic and health and wellness stores.

The brand “is all about people finding their flow,” says brand founder and CEO Nicholas Reichenbach. “We thought, let’s go out and showcase really amazing people who are doing extraordinary things,” he says of the campaign, which was developed internally.

The idea was to find “real people” and push the campaign across social channels “to amplify and engage with our users,” says Reichenbach, who also runs several digital companies.

Flow-Water Splashing
Using Instagram and Twitter, people were asked to take a photo of themselves “in their flow” – whether it was doing yoga, skydiving or driving their cars. Flow also asked an influencer network ranging from musicians to nutritionists to participate. “That was the spark that allowed us to get critical mass.”

After entrants were narrowed down to ten finalists based on proximity to brand and social media popularity, the public was asked to weigh in on Facebook, with one vote per email address.

Wintzen “totally personifies where we are as a company and brand,” Reichenbach says. “We can work with her to get the message of why Flow is so special, why our water is better for you.”

Water has been in Reichenbach’s family for decades. In fact, Flow’s water is sourced from a sustainable spring on family-owned property in Mildmay in Southwestern Ontario. “We’ve always known it was super high-quality mineral water.”

But the family didn’t want to launch a water company until an alternative could be found to plastic packaging because of its negative effects on the environment and health, he says. Instead, the company uses Tetra-Pak packaging, which is comprised of two-thirds paperboard with a lower carbon footprint than plastic.

Reichenbach says the water industry was ripe for a “disruptive company,” noting that several of his competitors “put out plastic bottles of reverse osmosis tap water that costs them nothing and don’t give back to anybody.”

A 500 ml package of Flow sells from $2.29 to $2.49. “We’re on the premium side of pricing, but it’s a premium product.”

Flow also operates a free delivery service to homes and offices in the Toronto area using electric SUVs and plans to expand delivery to Montreal, Vancouver and other areas.

NKPR handles public relations, events and strategic partnerships for Flow and supports its social media efforts.

Add a comment

You must be to comment.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs