How Essentia Made Water ‘Elite’

Even in a category as commoditized and crowded as bottled water

Shining a spotlight on masterful marketing campaigns is one of my favorite ways to dive deep into what makes people connect with products. We recently highlighted the Stanley Tumbler phenomenon, and I’ve been thinking more about products that have captured a segment in unique and powerful ways. Enter Essentia Water. 

Bottled water may be one of the most uniform product segments out there. When you consider that alternatives to bottled water are cheaper, accessible (from your tap), and more environmentally friendly (reusable and plastic-free bottles), finding a true winner in this space makes me look twice at what makes them special.

Essentia Water has become a cult phenomenon in recent years. The brand has successfully marketed itself as a premium, high-quality product that offers numerous health benefits – making it a favorite among health-conscious consumers. But how did Essentia Water achieve such a cult following? Let’s take a closer look.

Product Differentiation in a Homogeneous Segment

There may not be a category with products as homogeneous as bottled water – and with an (almost) free option available to you at home. But Essentia Water has positioned itself as superior. It claims to supercharge alkaline water via a proprietary ionization process, which allows drinkers to get more from their water. According to the brand, the high alkaline content of Essentia Water helps to balance the body’s pH levels, which can improve overall health and reduce inflammation. Essentia makes drinking water not just about hydration, but super hydration—overachieving water for overachievers. 

Elite Marketing Strategy

One of the key factors in Essentia Water’s success has been its marketing strategy, particularly its focus on marketing to elite overachievers (and those to strive for this status). The brand has successfully positioned itself as a lifestyle brand, rather than just a beverage brand, by emphasizing the health and wellness benefits of drinking its water. Essentia Water’s marketing campaigns feature active and health-conscious celebrities, such as Patrick Mahomes. And the brand has made a concerted effort to appeal to women seeking a healthier alternative to sugary drinks.

But the Essentia brand isn’t just about health – it’s about luxury. Essentia’s ability to market itself as super-luxe sets it apart. In addition to imbuing status on its consumers, it also acts as an accessory. The message is clear – high-achievers drink Essentia Water, so if you want to claim “top-tier” you need to drink it too. 

Influencer and Community Engagement

Although founded in 1998, Essentia didn’t start marketing in a big way until 2014. Before that, the brand relied heavily on word of mouth. The brand’s early-adopters were athletes and performers who wanted more and were quick to share their secret with others. 

Later, the company partnered with female influencers and athletes, such as tennis star Caroline Wozniacki and Olympic gymnast Simone Biles, to help promote the brand to a wider audience. By aligning itself with strong, influential women, Essentia Water has been able to connect with its target audience and build a strong following of loyal customers.

Essentia Water has also successfully built a strong presence on social media. The company has over 100,000 followers on Instagram, and posts content featuring its products and lifestyle content that appeals to its “over-achieving” audience. 

The company has also leveraged social media to engage with its customers and build a community around the brand. #EssentiaNation regularly shares user-generated content and encourages its followers to share their own photos and experiences with the product. #OverachievingH2O 

The powerful combination of a slightly differentiated product and a small but dedicated following can propel a brand forward. Like the Stanley Tumbler example, Essentia Water is an incredible example of how brand positioning is the difference between failure and success. Could your company benefit from a brand positioning workshop? Share your story with me! Check out my services and send me a message today!