• by Teresa Buyikian , 7 hours ago

Apparently sex sells everything -- including water.

Hint Water’s latest “MMMMM Water” campaign is the first since it released its “Water For People With Tastebuds” brand platform in March. The humorous effort plays off traditional advertising tropes emphasizing sexuality and lust… except the object of desire is actually Hint Water.

Per the brand, the campaign is centered around “making water irresistible,” and into something consumers actually crave. In a :30 spot, “Lured into Hydration,” seen here, a very attractive couple are seen poolside at what appears to be an exotic luxury resort. With quick cuts of both of them in swimwear along with sensual music reminiscent of fragrance or high fashion advertising, a breathy female voiceover says “Pleasure, the dangerous sort, making you do things your thought you would never do… want things you never wanted.” The man proceeds to whisper in the woman’s ear, “I want… another water” as a giant bottle of Hint rises from the pool behind them.  

“Drinking enough water is one of the most important things you can do for your health, but it shouldn't feel like work,” said Michael Pengue, CEO of Hint, in a press release. “MMMMM Water is us leaning into that with a wink, using the language of desire and yearning for something as simple as water. When hydration tastes this good and feels this fun, it stops being a chore and becomes part of your routine naturally.”

Created with Mythology, the campaign ad, which also runs in a :60 version, airs via streaming, CTV, digital video and social. The campaign extends with podcasts and audio executions, as well as influencer, out-of-home, experiential and retail marketing efforts.  

The OOH also includes aerial advertising promoting the brand’s new 19.2-oz cans, with such lines as “Caught You Looking At Our Can.” Digital executions include an ad that reads “WILF (Water I'd Like to Finish).”

The brand has also formed partnerships with the Peacock show “Love Island,”  as well as tapped such personalities as rapper Yung Gravy and influencer Ari Kytsya for promotions. Hint has also entered into a sponsorship of psychotherapist Esther Perel’s “Where Should We Begin?” podcast.