Dive Brief:
- Essentia Water is expanding its “Change the Equation” campaign to the national level after launching the concept in New York last fall, according to news shared with Marketing Dive. The campaign tries to challenge premium water category norms.
- The effort broadens its footprint with “Beat the Formula,” a 90-second anthem video that depicts athletes across different disciplines as they make decisions based on their gut versus the established rule book. The creative comes to life in both traditional and digital out-of-home, streaming and TikTok marketing elements, with a focus on New York, Los Angeles and Miami.
- In addition, Essentia has partnered with Son Heung-min for the South Korean pro soccer star’s first brand deal since joining Los Angeles FC in August. Son leads a separate 30-second spot and interview series where he outlines his training routine while drinking Essentia.
Dive Insight:
Essentia is widening the scope of “Change the Equation” ahead of the summer season, a major sales window for water brands, and the FIFA World Cup kickoff next month. Son is the captain of the South Korean men’s national team, which could lend his partnership with Essentia additional weight during a busy period for sports marketing.
Shifting “Change the Equation” from a hyperlocal advertising strategy to the national stage is positioned as a larger evolution of Essentia as the Nestlé-owned alkaline water brand tries to shake up what it views as a staid competitive playing field.
“We aren’t just expanding our footprint; we are scaling a brand POV that challenges the status quo of the premium water category,” said Katharine Weiss, marketing director of Essentia, in a statement. “By deploying a robust, omnichannel ecosystem — from cinematic film to TikTok content — we are meeting high-achievers at every touchpoint of their hustle, providing the supercharged hydration they need to choose risk over resignation this summer and beyond.”
The new “Beat the Formula” creative extends themes of script rewriting and blending abstract artiness with sports performance that underpinned the original “Change the Equation” ads. The cinematic spot, which was directed by Ryan Chun of Magna Studios, shows a range of elite performers, including a trail runner, boxer and archer, in high-stakes scenarios where acting on instinct trumps sticking to formula and falling in line. Moments of split-second decision making are illustrated through surveillance technology-like overlays that hone in on the athletes and bear the brand’s red motifs.
“You’re the problem they didn’t study for, a key change in the melody, an outlier in the prediction,” a narrator says over a driving, repetitive soundtrack. Footage of people participating in sports is broken up with shots of a drummer practicing at maximum intensity and sweaty dancers at a club turning to Essentia for hydration. Essentia’s work with Son is more straightforward, going into depth on his individual training and mindset. Agency Droga5 is behind the creative.
The initial “Change the Equation” rollout in New York included online video, OOH, experiential marketing, influencer collaborations and a partnership with the women’s track and field event Athlos. The grittier aspects of the execution are intended to run counter to water ads that skew “light and bright,” Droga5 executives previously told Marketing Dive.
