ESSENTIA
MEET THE OVERACHIEVERS Water brands have been selling the benefits of hydration to select groups only, but hydration is essential for everyone, not just pro-athletes, super models and celebrities. The challenge was to reposition +essentia by moving away from an overcrowded marketing space to the big and broad emotional universe of overachieving at life. +essentia brought hydration to the masses by connecting with our human desire to always perform at our best, showing up where overachievers do their overachieving and turning +essentia into a brand that inspires and actually enable millions to reach their full potential.
Campaign / OOH / Social / TV / Digital Video / Website
In the process, +essentia did some overachieving as well. After the campaign was launched, the retail sales increased 59%, convenience store sales increased 137% and Essentia became the #3 premium water in the U.S. in overall sales in a little more than two years.
To increase active participation with the +essentia brand, we created snap code experiences on painted walls for people to experience the overachieving lifestyle through the stories of overachieving influencers in the #EssentiaNation.
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