Plastic pollution is one of the biggest environmental challenges we face today. NADA NADA wants to offer a different way forward with a water bottle made from PHA: a biopolymer produced by bacteria that naturally breaks down over time. Sustainability is considered throughout the entire product, from the cardboard packaging and biodegradable ink to the commitment of donating 5% of revenue to local clean-up and education projects focused on plastic pollution.

At Bevrijdingsfestival Utrecht, NADA NADA explored how visitors responded to the bottle’s design, packaging, story, and price. Interest was high, with 268 people taking part in the test.

The results offered valuable direction. Visitors responded positively to the design, especially the bubbly version, which matched the story NADA NADA wants to tell. The test also showed that plastic pollution is a topic people care about. Only a small group felt plastic was not a problem. One message stood out in particular and was sharpened into: “Plastic doesn’t disappear; it stays in nature and in your body.”

The test also provided important insights into pricing. While the original price of €24.95 was seen as too high for many consumers, feedback pointed towards an introductory price of around €17.95 as a more attractive option. Along the way, several unexpected opportunities emerged, including interest from businesses looking to place larger orders, offers of marketing support from interns, and even a visitor who volunteered to help with testing for over an hour.

For NADA NADA, the next step is to keep learning and validating. Do people understand the difference between plastic and PHA? How does the bottle compare to other sustainable alternatives? And which story will ultimately inspire consumers to choose a different kind of bottle?