Youth-Targeted Water Ads

Wyler's Light has launched a new creative campaign that emphasizes how plain water can be dull and uninspiring. The campaign, created by Denver-based agency Good Conduct, is the indie shop's first creative effort for Wyler's Light parent company, The Jel Sert Company, since they began working together in November 2022. This campaign is also Wyler's Light's first national ad campaign, aimed at attracting new fans and building lasting affinity among younger consumers for its refreshing sugar-free drink mixes.

The campaign features characters living in a drab, monochromatic world. As they add Wyler's Light to their plain water, their dull surroundings dramatically transform with literal explosions of color, flavor, and excitement. Captured using a high-speed Phantom camera, mesmerizing visuals of the drink flavors engulf the characters, illustrating a new way to stay hydrated with great taste and essential vitamins, without extra calories. The ad concludes with the campaign tagline, "Blow plain water out of the water." The 30-second spot, along with 15-second versions, will run on CTV networks, YouTube, and social channels in the U.S. starting in April, accompanied by print and out-of-home creative executions.

Rob Lewis, co-founder and executive creative director of Good Conduct, explained that the campaign aims to demonstrate how adding excitement and flavor can enhance people's lives in a fun way, transforming them with a blast of color just as Wyler's Light transforms plain water. Kyle Harrington, The Jel Sert Company's senior director of Marketing, added that the lighthearted, fun, and exciting creative perfectly reflects what people get from their product, which aspires to be the boost that helps people break away from monotony in their lives, starting with their water.