Droga5, in collaboration with Essentia, is set to disrupt the status quo with the launch of “Hold my Hydroboost” — a social-first campaign aimed at shaking people out of their state of daily dehydration. By flipping the popular phrase ‘Hold my Beer’ to put the product name into culture in a repeatable and unmissable way, the campaign aims to position Essentia Hydroboost as the catalyst for iconic wins.
The social campaign features six-time NBA all-star Jimmy Butler in a memorable stunt dubbed “H.O.R.S.E. on a Horse.” Known for his off-court antics, Jimmy Butler takes center stage as he challenges conventional notions of hydration. Directed by Zach Math, the content showcases Jimmy’s bold persona as he arrives at a local pickup court on horseback, infusing humor and spectacle into the campaign.
REELated:
“The water category is pretty saturated (pun intended) so doing something that stands out and steals some attention was an absolute must,” said Rob McQueen, creative director, Droga5. “Sometimes we forget that this can be fun and when we get the chance to launch something into the world with some fun built into it for everyone to enjoy, it’s even better. And despite the internet loving this… We did not need an algorithm or tons of data to know Jimmy Butler playing H.O.R.S.E. on an actual horse was going to be something people would like to watch.”
“It’s always great when you get the chance to deliver something that pushes the way a brand talks to people,” added Nicholas Bauman, creative director, Droga5. “Not only can it launch a new product with an unexpected tone within a watered-down category, literally… it can also make people rethink how they view the brand as a whole. The “Hold My Hydroboost” campaign is just that – a way to invite people into stepping up and doing whatever interesting, unexpected thing they can come up with. And for “Jimmy Buckets,” that was very obviously saddling up a horse for a game of H.O.R.S.E.”
#HoldMyHydroboost is not just about celebrity endorsement; it’s about engaging a diverse range of voices. Essentia has partnered with over thirty TikTok creators, including singer-songwriter Tate McRae and teen actor-turned-athlete Javon ‘Wanna’ Walton. These creators are crafting their own #HoldMyHydroboost moments, sparking conversations around everyday ambitions fueled by supercharged hydration.
Essentia Hydroboost comes at a critical time, with 75% of Americans experiencing chronic dehydration. By offering a product with 30x electrolytes, Essentia aims to empower individuals to perform at their peak, overcoming daily challenges with a boost of supercharged hydration.
In a world where success is often equated with good health and hydration, Essentia Hydroboost aims to redefine the narrative, encouraging consumers to seize every opportunity with confidence.
The “Hold My Hydroboost” campaign is not just about selling a product; it’s about inspiring a lifestyle fueled by passion, ambition, and, of course, supercharged hydration. And that’s why it’s our Reel Ad of the Week.
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