Client: Essentia Water
Essentia is on a journey to hydrate and inspire the East Coast, starting with the Boston market. Known for its unique ionization process, Essentia aims to establish itself as a market leader in health-conscious hydration. The goal is not just to introduce a product but to cultivate a lifestyle choice among East Coast consumers.
THE PROJECT GOAL
Support Essentia’s accelerated growth into mainstream retail channels and new distributors, such as Polar Beverages in New England, prodded by the consumer to embrace the benefits of functional water.
THE CHALLENGE
The challenge was to infiltrate the competitive Boston market, driving sales and ensuring Essentia bottles were a mainstay on retail shelves. Our strategy was to engage local communities, build strong retailer relationships, and establish Essentia as the go-to choice for premium water.
Acting as an extension of their marketing team, I was hired as a freelance Manager, Brand Ambassadors to navigate the Boston market and support impactful, sales-driven campaigns.
THE PROCESS
How We Helped Building Local Market Strategies
We focused on:
Identifying key local retailers and events and establishing partnerships for shelf presence.
Developing location-specific marketing materials to resonate with the Boston demographic.
Implementing targeted promotions to introduce Essentia to new customers.
Engaging with the Community
We believed in grassroots engagement:
Participated in local events and marathons, offering Essentia as the hydration partner.
Collaborated with local brand ambassadors and health enthusiasts to amplify our brand message.
Organized hydration education sessions focusing on the benefits of alkaline water.
Amplifying Retail Relationships
A significant part of our strategy was:
Conducting training sessions with the local sales team to educate them about Essentia’s unique selling points.
Setting up in-store promotions and free samples to directly engage with consumers.
Monitoring sales data to adjust strategies and ensure continual growth in retail placements.
THE RESULTS
Within a year, our focused efforts led to:
🌊 A 30% increase in sales within the Boston area
🌊 Attributed to Essentia’s retail availability reach with over 60,000 retailers nationwide and $124 million in retail sales in 2017
🌊 A strong community following, with notable brand presence at local health and wellness events
🌊 Enhanced brand recognition, positioning Essentia as a leader and preferred option in the premium water segment in Boston
My collaborative effort with Essentia Water not only exceeded the initial sales and distribution goals but also laid down a strong foundation for further expansion along the East Coast. The blend of local engagement, education, and strategic retail partnerships has marked a new chapter in Essentia’s growth story.