AGENCY
David Droga, Creative Chairman
Cris Scardino, Account Director
Alexander Nowak, Executive Creative Director
Cameron Yates, Account Manager
Marybeth Ledesma Marybeth Ledesma, Associate Creative Director
Mike Hasinoff, Executive Producer, Film
Jason Gold, Senior Art Director
Bianca Escobar, Associate Director of Art Production
Jonny Bauer, Global Chief Strategy Officer
Alyssa Dolman, Executive Producer, Print
Ben Brown, Group Strategy Director
Cecilia Diaz, Strategy Director
Hillary Fink, Communications Strategy Director
Lily Ng, Group Data Strategy Director
Lindsay Cole, Group Account Director
Second Child
SUMMARY
Premium water favors behemoth conglomerates’ deep pockets; success is directly correlated with the ability to buy visibility through media and monopolize shelf space. For independently owned Essentia, there was a ceiling on growth unless we got creative—an increasingly uphill battle in an exploding category. By redefining our brand positioning—”overachievement”— for the Millennial generation, and rewriting the traditional tactics giants like Smartwater, Evian and Fiji sleepwalk through every year, we were able to grow past a niche following to steal share from “Goliaths” and displace Evian as a top-three brand.
