Sparkling Water
HpO Sparkling Water
Differentiating a premium sparkling water brand in one of the most commoditized categories in CPG.
Overview
The Brand
The sparkling water category is brutally commoditized. LaCroix, Spindrift, Bubly, and a dozen private label options dominate the shelf. HpO came to Attomik with a genuinely differentiated product — higher mineral content with functional benefits — but no clear way to communicate that difference online.
The Challenge
The core challenge was translating a real product difference (mineral profile and hydration efficacy) into a compelling consumer story that could work in paid media, on Amazon, and in DTC — without sounding like a health supplement rather than a refreshment brand.
Our Approach
How We
Grew HpO Sparkling Water
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01AI Market Intelligence
We mapped the entire sparkling water category using our AI intelligence tools — analyzing 800+ Amazon reviews across 15 brands to extract the exact language consumers used to describe what they wanted from sparkling water. This surfaced 'actually hydrating', 'not just bubbles', and 'clean finish' as the emotional language that resonated. These became the pillars of HpO's messaging.
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02AI Creative Testing
We tested two broad creative directions: science-forward (the mineral story, the hydration research) and sensation-forward (how it tastes, how it makes you feel). The sensation-forward angle won across every metric — lower CPM, higher CTR, better ROAS — and became the creative foundation.
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03Amazon Optimization
We rebuilt HpO's Amazon presence around the winning messaging, using A+ content to tell the mineral story in a way that reinforced the sensation angle rather than competing with it. Subscribe & Save enrollment increased 3× in 60 days.
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04DTC Strategy
We built a subscription-first DTC channel with a strong LTV model — using the mineral/hydration story as the reason-to-subscribe and quarterly flavor drops as the retention hook.
Results
