Core Hydration Finds Balance and Brand Momentum
Celebrity Partnership and Social Media Wins Fuel Growth for Premium Water Brand
Core Hydration, the premium water brand that delivers perfectly balanced pH-purified water(*) in every sip, teamed up with Golden Globe® and Academy Award®-nominated actor, multi-platinum recording artist and producer Hailee Steinfeld as the exclusive brand ambassador for its new ‘Find Your Core’ campaign launched earlier this spring.
The partnership, the first celebrity brand ambassador program since the brand was acquired by Keurig Dr Pepper (KDP) in 2018, caps off months of wins and overall growth for the brand, up 14% in retail dollar sales in Q1 versus prior year (*). Steinfeld appears in a 30-second video that is scored by her newest single, Coast, doubling as a platform to launch her first new music since 2020. This unique partnership is a clear signal of the influence and growing momentum of the premium water brand.
With a robust understanding of what appeals to younger consumers, Core Hydration was the first premium water brand (and the first KDP brand) to join emerging social media platform TikTok, in 2021. The #FindYourCore challenge asked fans to demonstrate their favorite ways to get moving using a bottle of Core Hydration to stay hydrated. In three days, the TikTok challenge generated nearly 2 million videos and more than 2.5 billion views.
As a partner for consumers along their wellness journey, Core Hydration employs first-class consumer insights to help deeply understand what the community is seeking.
Kelli Freeman, Vice President, Brand Marketing, said, “Core Hydration is simply firing on all cylinders. A uniquely designed premium product, a collaboration with Hailee Steinfeld and the enthusiasm of a strong fanbase on social platforms has the brand in a prime position to meet our consumers’ needs.”
With an eye to sustainability across the entire KDP portfolio of brands, Core Hydration was one of the first premium water brands to transition their full line to bottles made of 100% recycled plastic. Freeman noted the importance of this move, saying: “When Core Hydration launched 100% recycled bottles in early 2021, it was the fastest growing brand in the premium water category and the momentum continues. We are pleased to be a leader in this area and expect the category to continue to innovate as we work together toward a greener, less wasteful future.”
*approximately 7.4
* IRI Market Advantage. MULO+C, 12 weeks ending 3.27.22