Oxigen had a functional product in a category that runs on belief. Premium water buyers pay for a feeling, and every competitor was making an identical promise about purity and performance. Guessing at the right story would have been expensive and slow to correct.
We started with a national quantitative study of premium water drinkers, then developed creative and messaging and tested it with focus groups to choose the direction on evidence rather than instinct. From there: a new visual identity across logo, packaging, retail point of sale and the website, advertising in out of home, digital and radio, and social channels built to make the brand shareable and shoppable at once, with an ambassador campaign and a content library behind it.
The brand relaunched with an audience that engaged and converted, on a story that had been tested before a dollar went behind it.
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