Twenty years ago, Hint disrupted the water category by making hydration healthier and more enjoyable. But as the category caught up, and the Wellness Industrial Complex turned health into a never-ending pursuit of self-improvement, Hint was starting to lose its place in the conversation.
Hint
Advertising, Branding
2025–2026
Remember Hint? It was the original disruptor in water. We gave it a full brand glow up, complete with a new identity as “Water For People With Taste Buds,” then made the most seductive water campaign in history.
- Client
- Hint
- What we made
- Brand identity, packaging, campaign
- Campaign
- MMMMM Water
Opportunity
Insight
Hint was built for people who want to drink more water, not those who already love it.
Hydration wasn’t a motivation problem. It was a flavor problem.
Our Answer
Our brand transformation gives consumers permission to opt out of wellness perfection for a simpler path to feeling good, and gives retailers a refreshed brand and story to rally behind: a new identity as “Water For People With Taste Buds,” and new packaging for people with eyes.
Then came MMMMM Water. It borrows the slow burn of a luxury fragrance ad and the cinematic confidence of a fashion film, then points all of it at a bottle of water.