Essentia Water will kick off its Super Summer Hydration Giveaway on Friday, June 21. The 50-day online promotion that runs through Aug. 9 is hosted at www.EssentiaWater.com/Super and on Essentia’s Facebook page.
Contestants over the age of 18 will share their favorite ways to stay hydrated by posting a brief paragraph or photo on Essentia’s Facebook page. Daily winners selected at random will receive an Essentia Super Hydration kit (approximately $100 retail value) that includes a case of Essentia Water (1.0L), a JetFlow Tomahawk hydration pack and a workout DVD from health and fitness experts The Healthy Housewives. All entrants will receive an Essentia coupon that can be downloaded and redeemed at a local retailer.
“Essentia is about providing superior hydration, and delivering on that promise is what keeps our community loyal,” said Ken Uptain, Essentia’s president and CEO. “The goal of our summer promotion is to cultivate a greater connection with our community and to provide a forum where people can express their own unique ideas about hydration.”
Earlier this year, Essentia conducted a study of premium bottled water consumers. It revealed that Essentia users consume significantly more bottled water than users of other premium and non-premium bottled water brands. Essentia consumers also rank water’s functional health benefits, such as hydration, higher than users of other brands, according to a company news release.
“Jetflow is dedicated to simplifying hydration for outdoor enthusiasts,” said Andrew Peterson, Jetflow’s co-founder and CEO.
Jetflow’s hydration system replaces a soft-sided bladder with a water bottle, thereby eliminating the polyurethane bladder that often leaks, is difficult to clean and expensive to replace, the release says.
“Essentia and Jetflow are innovators in hydration and share a similar philosophy. This is a very natural partnership and we are confident the Super Summer Hydration Giveaway will be a huge success for both brands,” said Peterson.
Essentia will promote the contest in natural food, grocery and specialty stores in the Pacific Northwest. In Idaho, Oregon and Washington, bottles of Essentia will feature neck hangers that include contest details and information explaining the brand’s promise: Hydrate, Restore and Balance.
Essentia is on track to book its 10th consecutive year of growth. In the first quarter of 2013, the brand’s revenue increased by 69 percent, with an 82 and 66 percent increase in grocery and natural channels respectively, over the first quarter of 2012. According to Uptain, velocity, rather than new distribution or increased levels of merchandising, is driving this growth.