Brand Identity and Campaign for Hint Water
What if water was sold like luxury perfume?
Mythology refreshed Hint with a new identity built around the positioning "Water For People With Taste Buds" and redesigned packaging. The Mmmmmm Water campaign uses the seductive pacing of luxury fragrance advertising and the confidence of fashion film to make water feel unexpectedly desirable.
Insights
- Hint had been selling negatives—“zero calories, zero sugar, zero sweeteners”—instead of an emotional and functional benefit. Allison Cullman said that framing was not connecting, so Mythology built the platform “Water For People With Taste Buds.”
- The packaging design makes flavour visible, not just named: Sophie Mascatello said Mythology used “hyperreal depiction of real ingredients in the context of water” to make the pack feel artful, appetizing, and fresh.
- The MMMMM Water campaign borrows the pacing and codes of luxury fragrance ads, 1990s European liquor spots, and fashion film, then applies that seduction to water—asking what would happen if people fantasized about hydration.
- Contextually, Hint was already the leading unsweetened flavoured still water in the US, with more than 350,000 five-star online reviews cited in the coverage; the rebrand was a brand-world and packaging transformation first, followed by a summer campaign rollout.
- CEO Michael Pengue framed the refresh as a renewed claim to category leadership, while the work’s disruptive angle comes from making hydration feel like a desire, not a duty.
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