Aquaria
Challenge
When Aquaria's revolutionary Hydropack— recognized as one of Time's Best Inventions of 2024—was ready to launch in Texas, the company faced a significant awareness challenge. Despite the innovation transforming air into an abundant water supply, consumers had little to no familiarity with the technology, creating a substantial education barrier to purchase.
Solution
We developed a comprehensive brand and media strategy that positioned Aquaria's Hydropack as an accessible, innovative solution for true water independence—something Texans could get behind. Our approach focused on demystifying the technology while highlighting practical benefits for consumers, like no longer needing to worry about drought or water contamination for their household.
Services
Brand Strategy
Media Strategy
Media Buying
Creative Services
Campaign Development
Tapping into True
Water Independence
Aquaria's Hydropack represents a breakthrough in water technology—an atmospheric water generator that literally creates water from thin air. While this innovation earned recognition as one of Time's Best Inventions of 2024, introducing it to Texas consumers required overcoming a fundamental challenge: most people had never heard of atmospheric water generators, let alone understood their potential to transform water access.
Our approach centered on translating complex technology into clear, compelling benefits that resonated with Texas consumers. We developed a strategic framework that positioned the Hydropack not as a mysterious device, but as a practical solution for water independence—particularly relevant in a state where water scarcity and quality concerns are ongoing realities.
Working with Aquaria's team, we created media campaigns that educated while they engaged, using relatable scenarios and clear demonstrations to show how atmospheric water generation could fit seamlessly into consumers' lives. Our creative concepting focused on making the technology feel both cutting-edge and trustworthy, emphasizing the reliability and abundance that the Hydropack provides.
The media strategy leveraged targeted buying to reach Texas consumers most likely to benefit from and adopt this technology, while our ongoing creative production ensured messaging remained fresh and responsive to market feedback. Throughout the campaign, we maintained focus on the core value proposition: transforming air into an abundant, reliable water supply.
The project proved both fun and fulfilling as we helped introduce genuinely innovative technology that has the potential to change how people think about water access and independence.