Funny Water Turns Personality Into an Experience
A better-for-you drink brand with a dry sense of humor found a way to bring its identity to life — and create the most unexpectedly magnetic activation at Riot Fest and North Avenue Beach in Chicago.
Alcoholic flavored water, no carbonation - crafted for people who want something light, refreshing, and better-for-you. Funny Water is redefining the way people drink. With a personality rooted in eccentricity, dry humor, and intergenerational fun, Funny Water is a brand built for people who want a vibe, not a buzz.
- Mission: Help people drink better.
- Audience: From TikTok-native to tongue-in-cheek older crowds.
- Brand Personality: Smart, quirky, playful, approachable.
Make Drinking Better, And Fun
Funny Water set out to create something different in the alcohol space — a light, refreshing, flavored water with alcohol and no carbonation. Their mission is simple:
Help people drink better.
But as the brand grew, so did its personality — eccentric, playful, intergenerational, and grounded in a dry, quirky humor. Funny Water wasn’t just a beverage. It was a vibe.
Marketing Director Zane Waxman knew they needed a way to express that personality in the real world — especially at festivals, outdoor events, and social gatherings where the brand shines.
Zane Waxman, Marketing Director at Funny Water
A Personality People Can Feel
Funny Water’s audience spans generations — from TikTok-native twenty-somethings to older folks who appreciate the brand’s playful irreverence.
What unites them is simple:
They love a good experience.
The challenge was translating Funny Water’s lighthearted, better-for-you identity into something physical, memorable, and photo-worthy — but not cheesy or “car dealership”-adjacent.
They didn’t want standard banners or conventional alcohol brand displays.
They wanted something unmistakably Funny Water.
Beach Activation Turning Heads
Funny Water’s first major activation using custom inflatables happened at a massive volleyball event on North Avenue Beach with Players Sport & Social Club.
They brought a custom inflatable piece that people immediately gravitated toward.
• Photo moments everywhere
• Natural interaction
• Easy visibility without feeling corporate
• A brand presence that felt alive
It proved something important:
Funny Water wasn’t just seen — it was experienced.
Stealing the Riot Fest Spotlight
Then came the big one: Riot Fest.
Funny Water unveiled a custom inflatable version of their character, Drip — a larger-than-life physical embodiment of the brand’s playful identity — anchored by a tent and surrounded by branded Air Dancers designed specifically to not look like typical dealership inflatables.
The result?
• People ran over to take photos
• Drip became a low-key festival celebrity
• The activation captured attention across demographics
• Younger audiences loved the “TikTok energy”
• Older audiences found the humor and character irresistible
Zane put it perfectly:
“People definitely took a ton of photos around Drip. It brought to life what we’re doing.”
This wasn’t a booth. It was a universe — immersive, playful, unmistakably Funny Water.
Don't Take Yourself Too Seriously
Funny Water’s activations landed so well because they expressed the brand’s personality instead of explaining it.
Light. Fun. Visual. Approachable. Shareable.
And most importantly — genuine.
The inflatables weren’t used as gimmicks.
They were used as characters.
Extensions of the brand.
Conversation starters.
This made Funny Water something people didn’t just drink…
They interacted with it.
Execution Without Compromise
Funny Water already knew who they were and how they wanted to show up.
What they needed was a way to translate that personality into the physical world — something playful, visual, and unmistakably Funny Water.
To do that, they brought their ideas to life through:
• A larger-than-life custom giant inflatable version of their character, Drip
• Movement and visual energy from Air Dancers that matched the brand’s tone
• Assets designed to spark interaction, not feel promotional
• An execution that stayed true to the brand without overcomplicating the experience
As Zane shared:
“Great team, great product. For creating an impressive visual demonstration of a brand, I look to LookOurWay for sure.”
The spotlight stayed where it should:
on the brand, not the equipment.
Keep it Visible, Shareable, Memorable
Across both major activations, Funny Water saw:
• High organic engagement (photos, videos, shares)
• Crowd magnet effect — people naturally gathered
• Clear brand recall
• A physical presence that felt premium, not promotional
• A scalable playbook for all future events
They didn’t just activate.
They created a moment.
See More Brand Stories
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Shop the Experience
Giant Inflatables
Air Dancers & Wavers
Custom Canopy Tents