184% Growth
in 52 Weeks Sources: BevNET, Foodnavigator.com

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?

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