From performance to brand-led growth
Hint
Challenge
Hint Water was a 14-year-old brand stuck in direct response mode. Their rational, origin-story marketing wasn't building the brand or growing their customer base. In a crowded beverage market Hint needed to stand out and graduate from performance marketing to brand building.
Big Idea
We worked with consumers to define what makes Hint different: Hint isn’t a “diet” drink or a flavored water trying to be something else. It tastes exactly like the fruit it says it tastes like. Not artificial. Absurdly accurate. We created "Surprisingly True Fruit Flavor". A bold, confident platform brought to life through memorable creative. Including Hint's first-ever Super Bowl spot.
Results
Brand awareness and likability increased 35%
Sales doubled year-over-year for the three year campaign when brand assets were integrated into direct response
Proved brand building drives performance, not the other way around
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