Business challenge

Move from a niche bottled water brand with a campaign that will make Essentia a real contender in the premium bottled water category. In addition, the brand needed to shift into building its image as a lifestyle and fitness brand.

Objectives

Gain market share against the top bottled water competitors.

Services

Omnichannel media planning, media buying and execution, analytics and reporting

Paid-media Channels

Linear and digital TV, Meta, OOH, high impact programmatic, paid search

Our strategy

Through a data-driven segment analysis of both the population in select, key markets and an analysis of the retail distribution of the brand, we created an omnichannel strategy framework which targeted our must-win geographies with placements that would connect with “overachiever” audience profiles.

Contextual targeting of sports content was needed, but the brand needed to connect beyond that. Looking for “overachievers” in life we targeted the arts, entrepreneurs, chefs, foodies, culture-makers and worked with the creative team to targeted specific messages that would resonate with these unique groups. Through a paid media and content strategy the goal was to inspire these audiences to achieve more and see that Essentia water can be a part of this lifestyle.