With the beverage category exploding, Nestlé Premium waters (S. Pellegrino®, Acqua Panna® and Essenza®) needed to put a stake in the ground to stand out in a sea of trends. The strategy team landed on “Differentiate ourselves for a shopper who is purchase-promiscuous & lifestyle focused.”

Knowing our clients, we decided to present the strategy with an exploration of creative spaces to help them visualize how each could come to life. What came next were manifestos and mood boards. I wrote, three Art Directors worked their magic, and to be honest, it was a joy to work on.