When “Watering Hole” Becomes Just “Hole”: The Viral Marketing Play Saving Denver’s Reservoirs

A Clever Twist on Conservation Messaging

In the heart of Denver, a series of stark white billboards has drivers doing double-takes. Instead of familiar phrases like “water boy,” “pool party,” or “snow,” the ads simply display fragmented words like “boy,” “party,” or “hole.” The catch? The word “water” has been aggressively struck through in thick orange ink. This isn’t a typo—it’s a deliberate, high-impact strategy by Denver Water.

The Psychology Behind the Puzzle

Launched as part of the “Use Only What You Need” initiative, the campaign features 22 billboards and 21 bus shelter ads designed to make passersby pause, question, and ultimately connect the dots. As Stacy Chesney, Denver Water’s public affairs director, explains, the messaging drives home a critical reality: the water is missing. With record-breaking summer heat and failed snowpack, local reservoirs sit at just 73% capacity—far below the typical 94%.

Initially confusing, the campaign quickly ignited a wave of social media chatter. Locals took to TikTok and X to share their bewilderment, only to realize the clever visual metaphor. That initial confusion transformed into massive organic engagement, proving that even a utility company can leverage humor and curiosity to dominate digital conversations.

Turning Awareness Into Action

The stakes couldn’t be higher. Facing its first major drought declaration in over a decade, Denver Water is urging its 1.5 million customers to help slash water consumption by 20%. New restrictions will soon require residents to turn off lawn sprinklers by October. The campaign isn’t about fear-mongering; it’s about sparking conversation and directing traffic to practical conservation resources.

Proven Success Meets Modern Creativity

This isn’t Denver Water’s first rodeo with impactful messaging. An earlier iteration of the same campaign in the early 2000s successfully drove a 22% drop in customer water usage during historic drought conditions. Spearheaded again by Denver-based Sukle Advertising & Design, the $686,000 effort leans into the utility’s established personality. Agency founder Mike Sukle notes that tracking online sentiment shows overwhelmingly positive reactions. By making conservation feel approachable rather than punitive, they’ve turned a critical environmental message into a shareable cultural moment.