Hint Water
Fun goes to the Superbowl.
Task
Make Hint, a 14 year old flavored water brand, stand out in a wildly crowded market.
Results
Consumers smiled, remembered and purchased more Hint.
Immediately following the campaign, spontaneous mentions of Hint doubled and brand recognition increased to a third of all Americans. In that same timeframe, most of the big guys in the industry saw declines.
Pie Eating Contest was so successful that it received Ad Age’s Editors Pick and Hint Founder and CEO Kara Goldin elevated it to the Superbowl.