How The Water Broke

Stacey Griffin lost the psychiatric facility she had founded in New Orleans to the torrential rains and floods caused by Hurricane Katrina.

Ironically, she found a way to build a new business based around water. And she got a big hand in promoting it from Ellen DeGeneres.

Stacey decided that the best way to get her kids to drink more water was to package it the same way as sugary juice products - in a box. She founded Aqua2Go in her home town and sent samples with cover letters pleading for promotional help to 30 different talk shows.

The Ellen Show not only publicized Stacey and her product but also wrote and produced a humorous jingle that Ellen performed live from her stage. It now appears that Stacey will sell as many as 2.3 million boxes of water in her first year in business.

How’s that for guerilla marketing?