• by Erin Everhart , Staff Writer, April 25, 2025

In just eight years, it’s grown to a billion-dollar brand by marketing the most basic product out there: water. But don’t tell that to its cult-like following that has turned the beverage company into a full-blown cultural phenomenon. 

Its edgy, heavy-metal-inspired creative contrasts sharply with the typical nature-focused branding of other bottled water companies. It’s strong stance on sustainability has hit a core with younger millennials and Gen Z. 

They’ve since expanded to flavored carbonated beverages and iced teas, and their campaigns are just as refreshing as their product: Their Super Bowl spot encouraged you to drink on the job. They want you to kill clowns in your sleep. They get that moms-to-be want to have fun, too. 

But when your brand is built around viral content, what does your media strategy look like?

Chief Media Officer, Benoit Vatere, shares how he’s reclaiming the upper funnel by hacking Meta, heavying up in retail media and watching the one metric that really matters. Listen to the entire podcast here and catch Benoit live as our opening keynote at our CPG Insider Summit in Nashville on May 18-21.