Willow & Blake x KIC

Hydration that’s built for women.

Did you know that most hydration is built for male athletes, not everyday women? Us neither. Not until KIC told us.

Their new hydration product is made with a unique sodium to hydration ratio, so it’s less of a salt bomb (which you pretty much only need if you’re running marathons) and more of an everyday pick me up. And, true to KIC’s ethos of wellness you’ll actually enjoy, the formulas are totally delicious. Yes, we did an office taste test to check (jealous?).

After a whirlwind campaign ideation, we came up with a concept that quenches thirst and piques attention.

Hydration is one of the easiest parts of wellness. Showing up to “Body Attack”, cold plunging until you feel it in your ovaries, and consulting your Oura Ring as if it’s an oracle…all of that stuff is hard. KIC is all about taking one small step, so let’s celebrate just how small and easy this one is.

The campaign follows a simple, two-part structure:

The visuals follow suit, with a split screen application that allows us to show product packaging or a delicious, condensation-kissed beverage on one side, and expressive, talent-focused photography on the other. It’s a balanced mix of brand cues, product recognition, and emotional storytelling.

The beauty of this campaign is in its versatility. It can flow from silly to serious, and flex from really specific product benefits to general product functions.

This versatility was by design. The campaign needs to resonate with Priceline shoppers who have never heard of KIC, but just passed by a beautiful shelf wobbler. It also needs to tap into KIC’s pre-existing fan base, through organic socials.

"The team’s attitude, enthusiasm, efficiency and creative abilities are all seriously second to none. It is such a joy to always be in awe of the creative strategy while also working in such a collaborative way." 

- Janey Martino, CEO of KIC

"The depth of thinking and understanding of KIC’s target market and community sentiment was impressive for a group so new to the business. The team did a great job of striking the balance between being memorable and fun while also communicating the key benefits and aspects of the product" 

- Janey Martino, CEO of KIC

Sometimes, simple is better. Skip the hot aerial yoga and the convoluted campaign idea. Sip some KIC Hydration and repeat the same campaign structure again and again. It’s refreshing.

Hydration that’s built for women.

"The team’s attitude, enthusiasm, efficiency and creative abilities are all seriously second to none. It is such a joy to always be in awe of the creative strategy while also working in such a collaborative way."

"The depth of thinking and understanding of KIC’s target market and community sentiment was impressive for a group so new to the business. The team did a great job of striking the balance between being memorable and fun while also communicating the key benefits and aspects of the product"

Download our Health and Wellness Brand Report

"The team’s attitude, enthusiasm, efficiency and creative abilities are all seriously second to none. It is such a joy to always be in awe of the creative strategy while also working in such a collaborative way." 

"The depth of thinking and understanding of KIC’s target market and community sentiment was impressive for a group so new to the business. The team did a great job of striking the balance between being memorable and fun while also communicating the key benefits and aspects of the product" 