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'Anti-Woke' Conservatives Are Now Hawking 'Freedom Water'—And The Cringe Is Real
"Anti-woke" conservatives are at it again—and this time they're hawking "Freedom Water" or "Freedom ₂O Water," water designed to appeal to "rebellious" and "unapologetic" right-wingers. A 24-pack of Freedom ₂O goes for $39.
The ad for Freedom ₂O aired during the recent Turning Point USA conference for which former President Donald Trump delivered the opening address. The ad itself hearkens back to the days of "Freedom Fries," the politically motivated renaming of french fries in response to France's opposition to the invasion of Iraq.
Freedom ₂O is all about catering to those against "wokeness," criticizing a broader spectrum of liberal ideas that they perceive as detrimental to historically privileged groups, meritocracy, and religious freedom.
For instance, the company's social media account encourages conservatives to not "apologize for needing to hydrate while also not wanting to support woke companies."
And in the ad featuring Freedom ₂O founder Elizabeth White, she markets her product as follows:
"What if your choice of water can make a statement? What if it could symbolize your commitment to values like freedom and individuality, and self reliance?"
"Freedom ₂O Water isn't just about what's inside the bottle. It's about the message it sends with every sip. Labels like 'This water isn't free but free speech is' is not just refreshing, it's rebellious, it's unapologetic to drink this in public."
"Can you friggin' believe it? Because that's where we are, as a reminder that even the most ordinary acts like taking a sip of water can be infused with meaning and purpose. By choosing to drink Freedom ₂O, you're not just choosing a brand, you're choosing to stand up for what you believe in."
"Try Freedom ₂O and tag me in your Instagram Stories for a repost!"
White concludes by taking a sip of water and yelling, "Drink break!"
You can see the ad for yourself in the video below.
The mockery was swift of course.
Last year, White told the New York Post that she came up with the idea for the brand while watching the Republican debate at her home in South Florida:
"They cut to a commercial and I saw so many people drinking water. But the water being consumed had no connection to the people drinking it."
"Kevin McCarthy was drinking Dasani — which is left, right and center. If he drank Freedom, I think he would still be Speaker of the House.”
She believes that companies are "scared to stand up for what they believe in," "afraid to say they are conservative," are "afraid of the backlash from a loud opposition," and "feel pressure from the outside and think they need to compromise."
White, who has described Freedom ₂O as "purified bottled water, with ionization and reverse osmosis" from its bottling partners in Texas, Florida, Oklahoma and California, has also marketed it as "Water for Deplorables" with pictures of a glaring Hillary Clinton.