Essentia Water is making waves with its latest campaign, “Hold my Hydroboost,” created in partnership with the innovative agency Droga5. This social-first campaign aims to shake people out of their daily dehydration and encourage them to embrace supercharged hydration with Essentia Hydroboost.
“Hold my Hydroboost” cleverly flips the popular phrase “Hold my Beer,” transforming it into a call to action for achieving impressive, remarkable, and exciting feats. Instead of being a precursor to failure, Hydroboost becomes the catalyst for iconic wins, inspiring others to rise to the challenge.
Central to the campaign is six-time NBA All-Star Jimmy Butler, known for his entertaining and unexpected side quests. The campaign kicks off with a playful and energetic video titled “H.O.R.S.E. on a Horse,” where Butler showcases what supercharged hydration can do. Directed by Zach Math, the video features Butler arriving at a local pickup basketball court on horseback, throwing down the gauntlet in a game of H.O.R.S.E., and showcasing his charismatic and competitive spirit. This bold and humorous approach aims to capture the attention of viewers and emphasize the benefits of Essentia Hydroboost.
The campaign’s reach extends beyond traditional media, leveraging the power of social media and influencer partnerships to drive mass awareness. Essentia’s first-ever creator program involves over thirty TikTok creators from various fields, including sport, music, fitness, art, gaming, and fashion. These creators are encouraged to share their own #HoldMyHydroboost moments, demonstrating how supercharged hydration helps them achieve their goals and ambitions. From singer-songwriter Tate McRae’s energized #GRWM videos to actor-turned-athlete Javon “Wanna” Walton’s boxing endeavors, the campaign aims to spark conversation and inspire viewers to join the movement.
Tom McQueen, Executive Creative Director at Droga5, highlights the campaign’s significance: “Hydration is in the collective consciousness in a big way. Drinking water is synonymous with good health and success. While water itself may not be magical, Essentia Hydroboost certainly feels like it. ‘Hold My Hydroboost’ exaggerates the benefits of supercharged hydration in entertaining and unexpected ways.”
Rob McQueen, Creative Director at Droga5, adds, “The water category is saturated, so standing out is a must. This campaign is fun and engaging, appealing to a broad audience. Jimmy Butler playing H.O.R.S.E. on a horse was an obvious hit.”
Nicholas Bauman, another Creative Director at Droga5, emphasizes the campaign’s impact: “This campaign pushes the way Essentia Water communicates with people. It invites them to step up and do interesting, unexpected things. ‘Hold My Hydroboost’ isn’t just about launching a new product; it’s about redefining the brand.”
With its bold and entertaining approach, the “Hold my Hydroboost” campaign positions Essentia Water as a leader in the fitness and health industry, encouraging everyone to embrace supercharged hydration and live their best, most vibrant lives.
This professional campaign titled “Hold my Hydroboost” was published in the United States in May 2024. It was created for the brand Essentia Water by ad agency Droga5 and includes integrated media assets related to the Fitness and Health industries.
