Sugar is an insidious presence that has slowly brainwashed us to keep craving it. We know it’s bad, yet we keep coming back to it because we want something flavorful to quench our thirst. Hint Water infuses purified H2O with a touch of fruit flavor without adding any sugar, artificial sweeteners or calories – making it a refreshing and crushable alternative to the junky drinks that have put their hooks into us to make us want more.

Our objective: Increase brand awareness and household penetration through a youthful brand personality that rallies consumers to break free from sugar’s harmful grasp and get back to loving water again.

There’s a reason why sugar is in so much of what we drink – we’re biologically hardwired to love it. Sugar triggers a dopamine release that makes us crave more, creating an insidious cycle of overconsumption and addiction-like behavior that’s hard to break. Sugar has us all under its spell. We positioned Hint as the disruptor of this mindless swirl.

“Break Sugar’s Spell.” For this campaign, we created a multi-pronged approach to demonstrate the sneaky and “subversively sinister” ways in which sugar puts us under its spell – while serving up delicious fruit-flavored Hint Water as the brand hero we’ve been waiting for to help us break sugar’s hypnotic hold.

Our campaign wasted no time in creating an appropriate splash, generating more than 104 million impressions while reaching 42 million unique households within the first six weeks. What’s more, our video assets accrued more than 28 million views, with an impressive video completion rate of 94.4%.