Essentia Water has selected Droga5 to be its new creative agency of record following a formal review.
The agency will help reposition the ionized alkaline bottled water company as a "lifestyle brand" by leading marketing strategies across communication channels, including advertising, social media and influencer marketing, experiential, corporate website and retail.
Southwest Media Group will continue to oversee media planning and buying, while DeVries Global retains the public relations business for the brand.
This agency selection follows April's elevation of Karyn Abrahamson from vice president of brand and marketing to CMO. She is tasked with helping to grow market share in a competitive bottled water market. The product is now available in 60,000 locations nationwide with measured retail sales of $153 million over the last 12 months.
Last year's advertising supported the Creative+ message, in a nod to its ionized alkaline status, by inviting "overachievers to overachieve with Essentia."
The campaign featured real, everyday people, found through social media, as well as social media influencers who shared their motivational stories. Ads were targeted to key cities that were seen as setting the bar for culture, like Los Angeles, New York City and Portland.
The Washington State-based brand spent $1.3 million on advertising in the U.S. last year and $22,000 during the first six months of 2018, according to Kantar Media.
Incumbent Periscope, who developed last year's work, did not defend.
The review was managed by Promontory Brands.