Essentia Water 360° Brand Development
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
We helped Essentia change the bottled water category. What’s your brand’s growth challenge?
