Lidl Launches Water to Give Back

\"\"Hard Discount grocer Lidl is introducing a new private brand mineral water which will be named \’Dein Wasserspender\’ (Your Water Dispenser). Sales from the water will support the aid organization \’SOS Kinderdorf e.V.\’ (SOS Children\’s Village). For every 0.5 litre bottle sold, 10¢ will go to the aid organization.

Lidl expanding its social commitment and giving its customers the opportunity to actively contribute with each purchase of a pack. \”For many years, we have been supporting a wide variety of projects in Germany and want to give something back to society as a responsible company.\”

Your water donor: You drink, I donate!

With Dein Wasserspender and the eye-catching, contemporary design, Lidl is deliberately speaking to a younger demographic. \”We see that the topic of sustainability and the question of how big companies are involved in society are increasingly attracting younger and younger people. We give a concrete answer with our \’water donor\’ and will inform us transparently in which projects the proceeds donated by Lidl flow, \”adds Wälz.

SOS Children\’s Villages works at 230 locations in Germany to provide disadvantaged children, adolescents and their families with positive living conditions as well as to offer advice, support or vocational orientation in various areas. \”We are very pleased, that Lidl financially supports projects of SOS Children\’s Villages and draws attention to our topics with the sales campaign. The commitment of companies is an important element in the promotion of our work, \”says Elke Tesarczyk, Head of Marketing, SOS Children\’s Villages

The new product introduction will be accompanied by promotional activities in the stores as well as by influencer marketing and media placement. The still mineral water is available from May 13 in all Lidl stores.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.