Essentia Enters Flavored Water Category WIth Hydroboost Launch

Essenti -- the Nestlé USA-owned brand known for popularizing ionized alkaline water in the U.S. -- is entering the flavored water category with the launch of Essentia Hydroboost.

The flavored water line debuts this month with three flavors -- Lemon Lime, Peach Mango, and Raspberry Pomegranate -- and contains hydrolytes, a blend of B-complex vitamins, and 400 mg of electrolytes, which the brand claims is “30x more than the leading premium still water.”

In a statement, Essentia Water head of marketing Zola Kane said that Essentia Hydroboost was “created without excessive ingredients and complicated claims,” while the brand attempts to appeal to consumers who want a flavored water that is “not only delicious, but provides a boost of hydration when they need it most."

 To promote the new launch, Essentia is teaming up with multiplatinum musical artist Tate McRae, a long-time partner of the brand, for a promotional sweepstakes campaign. Fans can enter for a chance to win a meet-and-greet with the star, as well as two tickets to the first U.S. stop on the world tour, along with a year’s supply of Hydroboost. The promotional sweepstakes is running via a dedicated landing page through April 26.



McRae will also appear in an upcoming campaign promoting Hydroboost, which will  launch in May. Created by Essentia lead creative agency Droga5, the upcoming “Hold My Hydroboost” will feature McRae, along with other Essentia partners including Miami Heat small forward and six-time NBA All-Star Jimmy Butler, and actor and boxer Javon “Wanna” Walton. The campaign will focus on the Essentia partners “fueling their goals with Hydroboost,” according to a release.

Interestingly, the new release follows on the heels of a new competitor better known for its flavored beverages entering the bottled water category. Last month, Gatorade launched an “Always In Motion” campaign promoting the release of Gatorade Water – the brand’s first unflavored water, which touts its alkaline status.

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