Remember the last event you went to—the expo, outdoor fair, conference, or marathon. Think back on the free goodies. Most likely, you reached for a bottle of water bearing a corporate logo. These apparently basic promotional bottled water gifts serve purposes beyond only hydration. Without yelling or marketing, they quietly, effectively, and regularly help brands sow their names in people’s brains. Let us discuss facts, anecdotes, and tactics underlying this marketing behemoth.

Water bottles move about like little walking-about billboards. Custom-labeled bottles linger, usually in someone’s hand for hours, unlike fliers thrown or pens lost into the depths of trash drawers. Studies reveal individuals usually hang onto drinking promos for up to eight hours. That is hundreds of possible impressions, each time the recipient sets the bottle down or sips it. Though modest, the effect is felt.

Most people, of course, enjoy freebies—especially those that seem practical. At a summer celebration, distributing water? Good luck maintaining the contents of your booth. The receiver not only values the gift but also links your brand to relief. That small logo tucked next to a refreshing drink starts to connect in the brain with a good experience. Talk on clever brand association.

For marketers, cost always takes front stage. For great bang for the money, promotional bottled water is wonderful. Ordering in bulk often results in prices for a bottle less than one dollar. Running a digital ad campaign, when thousands of impressions could cost a small fortune and might never leave the screen, is quite different. Conversely, promotional water is direct and repeated exposure—with a longer shelf life, both literally and metaphorically.

Allow me to run some figures. Promotional handouts like branded bottles have a cost per impression that the Advertising Specialty Institute claims to be even less than TV, radio, or print. Of those, about 85% recall the advertiser behind these useful products. Not every marketing tactic produces that kind of recall! While trade exhibits and in-person events create instant touchpoints, the bottle can travel great distances and show up on a desk, in a gym, or inside a car. More brand chatter and more eyes.

Including water? This is universal. No particular trend to pursue; no language restrictions. Almost everyone requires water when on-the-go and drinks it. Bottles can be distributed at events, charitable races, golf courses, colleges, or even corporate gatherings. Every scenario increases the attraction to a large audience and visibility of your brand.