What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 12% → 23% | +11pp |
| Consideration | 7% → 14% | +7pp |
| Investigation | 7% → 12% | +5pp |
| Claimed Usage | 5% → 8% | +3pp |
| Preference | 1% → 3% | +2pp |
What's behind the growth
Owala has poured energy into its brand across collaborations, campaign stunts and real-world community events.
Its collaborations calendar has been busy, with Wicked, Lilo & Stitch, TRON and Gilmore Girls bottles all dropping through 2025 alongside retail tie-ins like a February 2025 collection with Joanna Gaines' Hearth & Hand label at Target and a limited-run "Fairways for Days" golf bottle gifted to PGA Tour pros around Father's Day.
Alongside those product drops, it's leaned hard into stunts and community moments.
Its "Owalafy It" campaign, launched in August 2025, invited fans to nominate someone for an unexpected surprise, with Matt Harris, Trove Brands' senior VP of marketing, explaining that "to Owalafy something means to do the unexpected." It also showed up in person throughout the year: unveiling a giant inflatable bottle in San Antonio, running a claw-machine game for fans in New York, visiting college campuses on tour, and setting up at Super Girl Surf Fest, one of the world's biggest surf competitions.
That investment is showing up in cultural momentum too: Owala was named the fastest-growing search term across the promotional products industry for the second year running in 2026, up 60% year-on-year, while Stanley, its biggest rival, saw searches fall by around half over the same period, according to trade body ASI Central.
