Canned water brand, Cano Water, began in 2015 when three friends discovered the recyclability of aluminium. A stunt by creative agency, 10 Days, at this year’s Wimbledon is putting its sustainability credentials under a spotlight. The brand is going head-to-head with Evian.

Cano Water is calling on Wimbledon to end its “toxic relationship” with the brand whose water comes in plastic bottles, to break up with Wimbledon, a begin a new, sustainable future.

Wimbledon, known for its commitment to sustainability, has been partnering with Evian as the official drink sponsor for the past 15 years. Despite recent efforts by Evian, including the provision of reusable bottles to tennis players, the tournament still generates 250,000 single use plastic bottles each year. 

The #breakupwithplastic campaign launched during the tournament on July 11, 2023.

A billboard van, fully electric and carbon-neutral, circulates the Wimbledon area, featuring the provocative message, “Hey Wimbledon, are you stuck in a toxic relationship? Call the Cano water helpline for free on: 02080897955.” Those who pick up the phone will hear a cheeky and informative voicemail that speaks directly to Wimbledon to “break up with plastic”, and guides callers to Cano Water’s website for further information on transitioning away from single-use plastic.

Cano Water employees in T-shirts bearing the helpline and campaign slogan will also engage with attendees, distributing samples and initiating conversations about the need to switch. They’ll also be tactically AirDropping the hotline to people in the infamous Wimbledon Queue, as well as to guests in the Evian VIP tent under the alias of Evian at Wimbledon.

Josh White, founder of Cano Water, stated, “At Cano Water we know that consumers are constantly lied to about the difference between recyclable and recycled. Only 9% of plastic is successfully recycled and most of it ends up in landfill or leaking into the environment. Aluminium is the most recyclable material on the planet and that’s why we created Cano Water. The recycling rate of aluminium cans is nearly 75% in the UK and growing. We must come together to call out brands to not bottle it and break up with plastic! Large brands such as Wimbledon should lead by example.”

Jolyon White, co-founder of 10 Days, added,“No one likes having to buy single use plastic when they don’t want to, so we needed to give people an outlet to have their voices heard – enter the Cano Water Hotline. But really, Wimbledon can and should do better.”