Essentia Water 360° Brand Strategy
Challenge
“C’mon, water is water”
- Buried their science because it was over the head of the average consumer shopping on impulse and price
- Misunderstood and undifferentiated
- Only used by elite athletes & medical practitioners
Goal
Disrupt the unbelievable cliches associated with marketing water and set Essentia apart
Insight
Essentia’s audience was shifting from female, Caucasian, yoga enthusiasts living in Los Angeles
- Core bottled water users: Men, parents & acculturated Hispanics
- 50% of them prefer premium
- 82% want an additional function
- Scientific research showed a link between hydration, mood, cognitive function, and wellness
Strategy
- Emphasize their difference 9.5 pH, alkalinity, and ionization
- Connect the science to a joy-filled, determined, achieving lifestyle
Tagline: Overachieving H20
Results
- 184% Growth in 52 weeks
- Fastest-growing performance water brand in the U.S.
Scope of Work
- Audits & Analysis
- Audience Insights
- Research & Insights
- Trend Analysis
- Brand Positioning
- Visual Strategy
- Packaging Design
- Branded Ecosystem
- Sales Collateral
- Photography Guidelines
- Brand Bible
“Our team couldn’t be more positive or excited about the new strategy, packaging, and integrated marketing system. We are exceeding monthly numbers far beyond what we could even imagine.”
– Karyn Abrahamson, CMO, Essentia Water
We helped Essentia change the bottled water category. What’s your brand’s growth challenge?
