This integrated marketing communications (IMC) case study analyzed how EcoFresh, a sustainability-driven startup, positioned itself as a stylish and ethical brand in the reusable water bottle market. Targeting Gen Z and millennial consumers, the analysis focused on the brand’s use of social media strategy, influencer marketing, and scarcity techniques to drive awareness and demand. The study highlights how EcoFresh’s alignment with values like purpose, authenticity, and environmental consciousness helped build its cultural relevance and brand identity.