Essentia Water
The Fire Within
Overachieving H2O, for overachievers — dimensionalized through a documentary series about people who actually overachieve.
- Acquired by Nestlé, 2021
- Documentary series platform
- National launch event
The challenge
Essentia had a sharp positioning and needed a platform big enough to carry it: an integrated activation that could guide content and nationwide events, and attract national attention rather than category attention.
What we did
We created a content series, "The Fire Within", profiling young artists and athletes who showed what overachieving actually costs. The documentary series was revealed to media and influencers at a launch event with fashion designer Daniel Patrick, Ironman champion and active Coast Guard officer Jessica Lukasiak, filmmaker Karam Gill and singer-songwriter Arlissa talking through how they work past their own limits. We extended the platform with sports and celebrity overachievers including Millie Bobby Brown.
The consequence
A platform that carried content and events nationwide. The brand was acquired by Nestlé in late 2021 for an undisclosed amount.
Scored on the
consequential triangle.
- Talkability
- Real stories of overachievers travel further than a water claim.
- Defensibility
- An owned content franchise is not a media buy competitors can outspend.
- Indispensability
- The brand attached itself to the identity, not the thirst.
Your turn.
We take a small number of engagements at a time. Tell us what's at stake.