silver
VML Seattle
When it comes to water, conventional thinking says less ingredients is more – but with a higher pH level and extra electrolytes for taste, smartwater upped the game for the entire alkaline category.
To launch smartwater alkaline, we used our elevated pH level as a call to action for our target to elevate every facet of their active lifestyle – including how they hydrate.
The “elevate how you hydrate” film reinforced our platform line with a star-studded urban relay race that took viewers on an epic journey upwards, ultimately culminating on the roof of a massive skyscraper.
Alkaline waters — with higher pH and functional “benefits” for physical performance — were driving overall bottled water category growth. And with Essentia at the helm, smartwater Masterbrand was feeling its eroding effects on sales and market share. To protect smartwater's legacy and attack the alkaline market leader, we needed to launch our new, innovative alkaline product in a stand-out way.
Choosing a completely new target that had a more-than-fitness mindset, we cut through stereotypical performance messaging with “a lifestyle water for fitness enthusiasts — not a fitness water for performance.”
• $79.1M sales
• 73% new consumers
• 7x velocity growth than category (36% of category)
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