Essentia Water, "the pioneer of ionized alkaline water in the U.S.," recently debuted a new campaign with singer Tate McRae dubbed 'Stop for Nothing.' The new initiative is focused on the importance of hydration for performance and how water helps to build stamina and resilience. The campaign will include 30, 15- and 06-second spots that will roll out on digital and social channels, along with online video platforms.
"This last year has shone a light on the importance of resilience and self-care," said Zola Kane, Chief Marketing Officer at Essentia. "Our new campaign is in response to that. It takes motivation, strength and stamina to maintain performance, and we want to help people replenish with Essentia Water, knowing that hydration is key to renewal, recommitment and resilience."
The new ad will appeal to Gen Z and Millennial consumers as it focuses on self-care and features an artist who is popular with these demographics.
Water Branded Songstress Campaigns
Essentia Water Launches New 'Stop for Nothing' Campaign
Trend Themes
1. Hydration for Performance - Brands should focus on the importance of hydration for performance, and how water helps to build stamina and resilience.
2. Digital Advertising Campaigns - Brands should create digital advertising campaigns with 30, 15- and 06-second spots that will roll out on digital and social channels, along with online video platforms.
3. Self-care Marketing - Brands should focus on self-care marketing, particularly targeting Gen Z and Millennial consumers, as it is a trend that is becoming increasingly popular with these demographics.
Industry Implications
1. Beverage - Brands in the beverage industry should develop and market products that promote hydration for performance, such as ionized alkaline water, and create digital advertising campaigns to promote them.
2. Music - There is an opportunity for the music industry to collaborate with brands to create campaigns that promote hydration for performance and feature popular artists who resonate with Gen Z and Millennial consumers.
3. Marketing and Advertising - Marketing and advertising agencies should focus on creating self-care marketing campaigns for clients, particularly those targeting younger consumers, and utilizing digital platforms and social media channels to reach them.