Innovative Marketing: Nestlé Collaborates with NBA Star for Hydroboost Launch

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Miami Heat player Jimmy Butler is known for his off-court adventures, whether it's his unique media day outfit, working as a ball boy at the U.S. Open, or starting a coffee business during the pandemic. When pictures of the NBA All-Star riding a horse in Miami spread online, fans weren't surprised - it was just Jimmy being Jimmy.

A new campaign from Nestlé marketer Essentia Water called "Hold my Hydroboost" was launched to promote its first-ever flavored, functional water, Hydroboost. This social-first campaign began in April and was featured across various platforms such as TikTok, Facebook, Instagram, YouTube, over-the-top, online, and creator channels.

Butler, in a "cowboy casual" outfit, starred in a long-form video for the campaign. The video shows him riding a horse through the streets of Miami and challenging a group of streetballers to a game of H.O.R.S.E. Shots were traded between the pro and amateurs, including impressive moves like "one hand, nothing but net" and "off the glass." The game culminated in a dunk, after which Butler took a final sip of Hydroboost. He then soared through the air on his horse to secure the win, leaving a lasting impression on the audience.

Ashley Keller, the director of digital marketing at Essentia Water, believes that Jimmy is not afraid to embrace bold ideas and fully commit to them. According to her, when you have a partner who shares that same creative energy, that's when the magic truly happens.

Pre-Launch Insights

Essentia, established in 1998, was the pioneer in offering ionized alkaline bottled water in the U.S. The brand has maintained a strong presence on retail shelves as the enhanced water market continues to grow. It is projected to reach a value of over $11 billion by 2027, attracting many new competitors and increased marketing efforts.

Essentia is proud to be a leader in the market and a disruptor, a role it is continuing to fulfill with the introduction of Hydroboost. This flavored but functional water boasts 30 times more electrolytes than the leading premium still water, based on the brand's research. The product aligns with consumer preferences for innovation in the category. Active individuals are seeking low-to-no-sugar, better-for-you options without artificial additives, while still demanding great taste, Keller noted.

The company recognizes that not everyone participates in sports or intense physical activities, but many lead active and purposeful lives. They desire an enhanced water that can support their performance. This initiative is rooted in the Essentia brand's mission to provide replenishment and hydration as individuals strive to achieve their goals, whatever they may be.

Essentia partnered with Droga5 to communicate the brand purpose and value proposition of Hydroboost. Droga5 focused on research showing that 75% of people are chronically dehydrated, putting themselves at risk of failure. They transformed the popular phrase "hold my beer" into "Hold my Hydroboost," emphasizing confidence in overcoming challenges. According to Tom McQueen, executive creative director at Droga5, it is crucial to make the product name memorable and easily recognizable when launching a new product.

Essentia and Droga5 decided to highlight the product by focusing on inspiration, aspiration, and achievement in a fun and lighthearted manner. They chose a group of "overachiever" brand ambassadors, including singer Tate McRae, to represent the brand. Butler, who joined the team in 2022, perfectly matched the ambassador role with consumer insights.

Julia Agger, communications strategy director at Droga5, emphasized the importance of staying true to the celebrities and meeting people's expectations. She mentioned that in today's crowded social space, it is challenging to stand out and truly connect with the audience and the celebrities themselves. It is crucial to be authentic to avoid being seen as insincere.

Getting back in the saddle

Droga5 discovered a unique way to stand out from the crowd with their campaign "H.O.R.S.E. on a horse." This simple yet effective idea was a surprise to the team as it had not been done by any other brand before. According to McQueen, the beauty of this concept was that it did not involve over-complicating things by "putting a hat on a hat."

McQueen explained that the image of Jimmy riding the horse alone sparks curiosity and interest among people. This leads to a natural attraction towards the campaign, sparking conversations and drawing viewers into the story being told.

The campaign itself is simple and direct, focusing on capturing the horse in an unusual setting in Miami. This visual element is complemented by the release of Beyoncé's "Cowboy Carter" and the use of a modernized remix of Yma Sumac's "Jungla" with Latin and Western influences as the soundtrack for the advertisement.

By allowing "Jimmy to be himself," Essentia and Droga5 successfully leveraged Butler's lively personality and talent for entertainment. Whether delivering scripted lines or improvising on the spot, his humor shines through ("You're letting a man on a quadruped defeat you" is hilarious regardless of its origin). Additionally, his established reputation enabled the brand to naturally generate valuable media coverage, as Keller pointed out.

According to the executive, paid media may have its ups and downs in terms of impact and effectiveness. While it allows for brief storytelling opportunities, brand loyalty is ultimately influenced by earned and organic media. These forms of media play a crucial role in building a strong connection with consumers.

In a market full of choices, Essentia is hoping to stand out by offering consumers a moment of fun and relaxation. The brand believes that by adding some entertainment and laughter to the mix, consumers will be drawn to their product, even if it's not the most attention-grabbing thing in Miami that day.

Editor's P/S:

The "Hold my Hydroboost" campaign by Essentia Water is a clever and engaging way to promote its new flavored, functional water. By partnering with charismatic celebrity Jimmy Butler and showcasing him in a unique and entertaining setting, the brand has captured the attention of consumers and generated buzz around the product. The campaign's focus on inspiration and aspiration, combined with its fun and lighthearted tone, has resonated with audiences, making it a successful example of brand storytelling.

Moreover, the campaign's unique use of a horse as a central element sets it apart from other marketing efforts in the enhanced water category. By embracing bold ideas and allowing Butler to be himself, Essentia and Droga5 have created a memorable and impactful campaign that effectively conveys the brand's message and value proposition. The campaign's emphasis on organic and earned media has also been a key factor in its success, demonstrating the importance of building authentic connections with consumers in today's crowded marketing landscape.