ESSENTIA - 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. So we repositioned Essentia by moving away from an overcrowded marketing space to the big and broad emotional universe of overachieving at life, we 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 we turned Essentia into a brand that inspires and actually enable millions to reach their full potential. 

 

In the process we did some overachieving ourselves. 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.