How do you promote the wonder of hydrogen-fuelled car? Create a water brand that sells its exhaust, of course.
Water brands generally talk up of their provenance in terms of natural wonders, often referencing clear mountain streams or deep springs (until they get found out for filling it up with a hose from the back garden). But Honda's H2O brand, which was created by Honda Australia and Leo Burnett Melbourne to launch the FCX, collects water from the back of "the most important car since the invention of the car".
As general manager communications and customer Jason Miller said: “We believe in ‘The Power of Clever Thinking’. Our work designing cars like the FCX is the embodiment of this ethos. H2O is an engaging way for us to demonstrate our commitment to reducing our environmental footprint to people, instead of simply telling them.”