When you can’t think straight, hydrate
Establishing a unique brand proposition in a competitive sector
People were thinking Deep RiverRock is a water like any other - and one more campaign featuring an over-achieving jogger / gym bunny / sports star wasn't going to cut-through anytime soon.
We staked out a territory for Deep RiverRock that no other water has claimed: mental acuity. We reminded people of the intellectual cost of dehydration. We urged them to do something about it. And we made it funny. Our idea: when you can't think straight, hydrate. For television we created some great, engaging stories about what happens when you're not hydrated. On outdoor, we used jumbled-up sentences to get people thinking about the need for hydration while they were waiting for the bus. By naming Deep RiverRock the 'Hydration Partner of Dublin GAA', we ensured that the idea connected to the brand's existing sponsorship of this team. We also used point-of- purchase positions with the line ''Cmoe on you Byos in Bule'' on routes to Croke Park. And we introduced 'The Hydration Game' online - which tested people's mental sharpness with a game that was played against the clock.
Water is one of the best performing categories in grocery retail and our brand idea gave us 5 times more cut-through in tracking (Coyne Research).
- We achieved a 27% volume share increase.
- 15,000 people played the Hydration Game.
- ICAD recognized our campaign, awarding it two of its coveted 'Bells'.