ESSENTIA | Stop for Nothing

THE BACKGROUND
Essentia faced two challenges: unaided brand awareness and an emotional link for their products.

THE CHALLENGE
Find a narrative that could link Essentia as a product to the spokespeople Essentia had already contracted for reasons that were detached from brand positioning.

THE “A-HA”
The brand’s purpose was defined as “resilience” as an emotional reason you would need the “overachieving” hydration of Essentia’s ionized alkaline water. While that positioning was defined at a time when everyone needed resilience (COVID), there was also a different type of resilience found in both of their spokespeople, Patrick Mahomes and Millie Bobby Brown. Both had to be resilient in the face of people believing they should do things more “traditionally.” But both stuck to their own ways and became massively successful because of it.

THE INSIGHT
Your best life only comes with the resilience to never give up on your true self.

THE IDEA
Create a campaign around Essentia’s spokespeople that reinforced the idea of personal resilience: pushing against the pressure and betting on yourself.

STRATEGIC VALUE ADD
A proactive project I spearheaded was creating the brand’s first mnemonic to close all spots which could further link our brand’s name to the recognizable bottle. Before this year, most people either didn’t know the brand name even when exposed to an image of the bottle and/or mispronounced the brand name. A year after launch, unaided brand awareness rose by double digits.