Up-and-coming bottled water brand Essentia has signed Periscope as its first creative agency of record after a competitive review.
As consumers continue to move away from soda, beverage giants PepsiCo and Coca-Cola have been devoting more ad dollars to brands like Poland Spring, Fiji and Lifewtr—and Essentia looks to expand its marketing efforts in turn. The Bothell, Wash.-based company is nearly 20 years old, but it recently launched a review in order to help position its “ionized alkaline water” products in an increasingly crowded marketplace. The review was managed by consultancy Promontory Brands, LLC.
“We have gained momentum over the past few years but we are focused on the future, which is why we have been looking for the right strategic partner to handle all our needs,” said vp of marketing and brand innovation Karyn Abrahamson. “Our search ended with Periscope, due to to their track record of transforming businesses and their extensive experience in CPG, digital and media.”
Essentia claims to have pioneered the concept of ionized alkaline water (which is purportedly “more effective at hydrating“) by way of a “proprietary manufacturing process.” After a relatively slow initial growth period, it went through a dramatic increase in distribution over the past year-plus to become “the leading premium bottled water in natural retailers.” Founder and CEO Ken Uptain now aims to disrupt the entire market, which is estimated to include more than 10 billion gallons of bottled water sold each year in the U.S. alone.
The company’s paid media spend to date has been negligible (under $300,000 for 2016), but it already has the celebrity influencer market locked down. Joe Jonas and his band were spotted with clearly labeled bottles at least year’s Coachella festival, and none other than Khloe Kardashian included the brand in a recent summary of her “bedtime beauty routine,” writing, “I like Essentia because of the pH.”
As the creative AOR, Periscope will lead marketing strategies across all communications channels, including advertising, digital, social, paid search and retail.