Droga5 selected as lead agency for rising hydration brand Essentia

Essentia Water has named Droga5 as its new agency of record. / Essentia Water

Essentia, a bottler of alkaline water, has announced that Droga5 has been named its lead agency of record following what it called a competitive agency review.

The premium water brand has been available at over 60k retail locations in the US, and recently announced growth of over 72% from this time 2017. Droga5 has been asked to execute on the brand’s vision across social, influencer marketing, experiential, and its web and retail presences.

Southwest Media Group has retained media planning and buying responsibilities, and DeVries Global retained the public relations business for the brand.

Karyn Abrahamson, Essentia’s chief marketer said in a statement: “From brand strategy and creative chops to stellar account management and best in class production capabilities, Droga5 is an agency that embodies what it means to be an overachiever. They have a deep understanding of how to build meaningful connections that resonate with consumers across every single touchpoint.”

Neil Heymann, the recently-named chief creative at Droga5 added: "Branding plays such an important role in the success of a consumer lifestyle product, and the Essentia brand is clearly on the rise. They have such a strong, passionate following, and we're thrilled to partner with them and help them grow this dedicated fan base."

This win marks one of the first under the helm of Heymann, who was named to the agency’s top creative slot after the exit of Ted Royer. This also adds to a string of new business wins for the agency, following the addition of IHOP’s business late last year, Droga5 also won Google G-Suite, Kraft Mac & Cheese and Philadelphia Cream Cheese in July, and Thorne earlier this month.

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