Water You Waiting For?

Target: Socially active, 18-35-year-old urbanites who value humor, boldness, and making healthy choices

Insight: Only 21% of Gen Z members drink enough water each day. While dehydration can lead to health problems, such as headaches, irritability, and difficulty focusing, let's face it: water can seem boring.

Big Idea: Transform water from a boring necessity into a bold indulgence.