What The F*** is SAD WATER and Why Is It Giving Us Advice?
Social media can be a frustrating place. We sense hypocrisy. We watch other people living “perfect lives,” we follow self-help gurus, we religiously share content from meme accounts that bring us relief in the form of comedy. But where do we turn when we want to discuss the absurdity of life and all the other bullsh*t we never get to talk about? Apparently… to
Sad Water, a water brand that uses its social media platform as a way to promote genuine, candid, and many times comedic discussion, was created by an already-successful marketing/tech founder with an existing start up under his belt.
“I had the name in my head, and then I was like, ‘let me see if it’s a trademark,’” said Josh [last name redacted], founder of Sad Water, which also serves as the only water brand with its own podcast.
A couple hours during a single weekend was all Josh needed to start a company that distributes not only artisanal “cloud tears,” but “Sad Facts.” These sarcastic Sad Facts are delivered on the brand’s Instagram account and provoke discussion with witty statements, questions/, facts, and even Sadvice :(. Sad Water tackles topics ranging from porn consumption to seeking validation through the internet to the actual value of university education.
“They’re half truths,” Josh said. “Some are more true than others. Some of them are just jokes, but within most jokes, there is truth to be found.”
Many times, Josh uses these facts to propel discussion on corporate culture, and believes that big companies are corporatizing social justice.
“Take gay pride month,” Josh said. “When Chase Bank wants to get involved and they change their avatar to a rainbow flag, I think that’s very creepy and disingenuous.
I don’t think people should be taking cues from corporations, I think it should be from people and from our culture itself. But corporations basically hijacked culture.”
The founder of Sad Water also detests the fact that because certain companies are more “woke” than others, society virtually forgives them for their prior faults. Case in point? Nike.
“What about the kids who made [Nike products] in a sweatshop for 25 cents a day?” Josh said. “Because Colin Kaepernick is with Nike now Nike is OK.”
But if corporations can’t be trusted, who can?
“People you respect personally, not famous people,” Josh said. “If you respect your parents, then your parents. If you respect your friends, then your friends. Hear both sides, and you can maybe take a little bit from this person and a little bit [from another].
We’re all looking at the same thing but experiencing a different matter. That could be a blessing or a curse. It depends how you look at it.”
Josh admits that these facts are “pure marketing,” and an effective way to engage his audience.
“If you look at most companies’ Instagram accounts, what they’re asking for from people is their time,” Josh said. “Even if it’s a split second. For them to follow you and maybe look at your stories and maybe give a fuck to go to your website… Besides wanting them to buy stuff, you’re asking for their time.”
Diet Sad Water bottles (and other merchandise) are sold exclusively on the company’s website for now, reminding us all not to be thirsty (literally and figuratively), but Josh hinted at an imminent expansion to large distributers in the near future.
“We’re talking to big corporations, and distribution will come very soon,” Josh said. “I think one of the bigger companies will take us under their wing, and then I think it’s going to be everywhere.”