Over the past twenty years, water has earned an honest popularity. It is now extensively recognised as one thing we must be consuming extra of. However even with all the fashionable bottles and wellness monitoring apps, staying hydrated can nonetheless really feel like a chore.
Enter Lemon Good – a scrumptious, natural lemon water with zero sugar and no synthetic flavours or sweeteners – that teamed up with &Walsh to flip the narrative. The aim? Flip hydration from a “need to” right into a “want now” second.
Obtainable within the US (we have but to see it on UK cabinets), Lemon Good is quickly gaining traction throughout the pond. To assist its subsequent development section, Jessica Walsh and her crew created a vibrant technique designed to spark sensory craving – repositioning the model as a daring, joyful, flavour-packed various to plain outdated water.
“The preliminary concept was round ‘extra lemons’,” Jessica tells Inventive Increase. “Once they got here to us, they have been launching all-new flavours. We labored with their crew to idea a marketing campaign that might ship on that freshness by way of social property, whereas additionally bringing ahead the craveability issue that makes their merchandise so fascinating.”
The result’s a model refresh that is vibrant, energetic, and unapologetically direct. “We have been impressed by the flavours they have been releasing and the fruits behind every one,” she continues. “Our aim was to create one thing as easy and scrumptious because the product itself. That meant stripping away the noise and specializing in what actually issues: flavour, color, and lemons.”
The visuals are deliberately daring, letting the product take centre stage. All the expertise is designed to hit the senses – a splash of flavour, a jolt of color, a burst of pleasure.
The total 360° marketing campaign consists of long- and short-form video, stills, playful GIFs, and social-first property – all crafted to amplify flavour and pleasure at each touchpoint. “As a result of when water tastes this good, staying hydrated is not a job – it is a deal with,” the crew defined.
However with well being and wellness messaging typically veering into the sanctimonious, how did &Walsh strike a steadiness between advantage and want?
“Lemons, lemons, lemons,” Jessica says merely. “Whenever you see lemons, you realize it is good for you. We then layered on punchy color, juicy textures, and full-on flavour visuals to make it fascinating.”
It is a stripped-back, but impactful overhaul – and one which hits a nostalgic word, too. The colors take me proper again to childhood summers, consuming actual lemonade within the backyard with mates. Or perhaps it is these lovely image books that taught us our ABCs. Both manner, it cuts by way of a crowded market whereas staying true to its title and goal.
Was there one specific second or asset that captured the spirit of the marketing campaign? “We actually favored peppering in all of the digital vernacular all through,” says Jessica. “As a result of this actually is a consuming expertise individuals obsess over.”
When life provides you lemons… apparently, you make a model individuals crave.
