How S'well Leveraged Starbucks To Become A Status Symbol

It seems like S'well bottles are everywhere, but that required a leap of faith from founder Sarah Kauss. In 2010, the former Ernst & Young CPA invested $30,000 of her own money to design a reusable water bottle. While Krauss was concerned with the environmental impact of single use plastic water bottles, she wasn't thrilled with the hippie chic look of existing reusable water bottles.

Her first big break came in 2011 when Oprah's O Magazine offered to feature S'well in its O List. Two years later, Starbucks called and offered to place her bottles in stores as part of a trial run. She happened to run into Howard Schultz, Starbucks' CEO at the time, and convinced him to make S'well bottles the centerpiece of a Starbucks holiday campaign.

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How S'well Leveraged Starbucks To Become A Status Symbol

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