The market for premium-bottled water is filled with brands, all clamoring for attention. So how do you stand out amongst such a crowd? Build brand awareness overnight. Tap into what motivates people, and become embedded in the culture of your audience.
We created a campaign that invites overachievers to overachieve with Essentia. The new campaign features real, everyday people, found through social media, who push boundaries left and right. Their stories – a cancer survivor who found a new way to run, a marching band visionary, a female BMX rider – show overachievement in their own ways. Sharing these motivational stories was a perfect fit for Essentia, a challenger brand in the category, who is forging a spot for itself amongst stiff competition.
The integrated campaign includes out-of-home elements, such as billboards, hand-painted murals, and wrapped buses, as well as radio, digital, social elements, and in-store retail displays and POS. Ads are targeted at key cities (and their residents) that set the bar for culture, like Los Angeles, New York City and Portland.
