Waterloo Debuts Immersive Creative Campaign Developed With AI-Technology Innovations
Waterloo Sparkling Water, known for its authentic flavors and category innovation, today announces the debut of the newest evolution of its creative campaign Water Down Nothing, created with the help of leading-edge AI technology. The release of this category-leading creative comes on the heels of significant new distribution for the brand, including national distribution at Walmart, Sprouts, Food Lion and Fresh Direct, and more flavors on shelf at Albertsons Safeway, Kroger, Target and Meijer.
Waterloo’s new Water Down Nothing campaign was created in collaboration with advertising Agency Agent A and award-winning music video, commercial and film director Andrew Donoho, whose notable work in special effects led the team to the very latest in AI tools and techniques. “We wanted to visually communicate how flavor can ignite the senses – to break you out of your reality and to elevate and heighten it. It made sense for us to use AI to create this world for Waterloo because we could translate both the full flavor and textured experience you can expect from the product itself,” said Director Andrew Donoho. “With the different flavors from Waterloo, you can wear them like an outfit – allowing us to express the inner narrative that we all have when we try something new. In visually translating these internal fantasies inspired by Waterloo flavors in the campaign video, the flickering effect of the AI mimics the carbonation of the sparkling water and the physical props and colors enabled by AI showcase the main character’s transformation.”
The brand’s approach to product innovation, what it calls “full-flavor artistry,” is central to its creative strategy. “For this evolution of the campaign, we were again inspired by our fans who are unapologetically themselves – enjoying new experiences and seizing the opportunity to enjoy life to the fullest,” said Kathy Maurella, Chief Marketing Officer at Waterloo. “We, too, are unwavering in our commitment to multi-sensorial experiences as we continue to develop new sparkling waters that reward our fans with a “Wow!”
Consumers will be able to spot the new campaign across the US in paid/organic social, video and display ads, CTV, billboards, in-store shopper marketing programs and retail displays.