• by Steve Ellwanger , April 12, 2023

The 92-year-old Wyler’s brand is trying to shake up the flavored-water space with the first national campaign for its Wyler’s Light sugar-free powdered mixes.

More specifically, Wyler’s wants to “Blow Plain Water Out Of The Water” while reaching younger consumers with a mix of connected-television, social media, print and out-of-home placements.

Visuals replace spoken words in this commercial from the Good Conduct agency that begins with characters living a monochromatic existence consisting of white clothing and a white lamppost, park bench, garbage receptacle and background.

Once they combine Wyler’s Light with water and experience the taste, they become engulfed by exploding clouds of blue, pink and yellow.

The brand is going up against myriad, well-established players, according to Kyle Harrington, senior director of marketing at Wyler’s parent The Jel Sert Company.

“It's a very saturated marketplace to grow and strengthen brand awareness with some big hitters,” Harrington tells Marketing Daily.

“We designed this campaign to age down our current brand demographics—aiming to now connect with millennial families with young children.”

Even though hydration is a priority for many people, “It can be both a chore and a bore,” says Rob Lewis, co-founder and executive creative director of Good Conduct.

“So we decided to lean into that by showing how trying something new can change the way you experience the world around you.”

Founded in 1931, Wyler’s began by selling chicken bouillon cubes and progressed to powdered drink mixes in the 1950s.