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core hydration is water that's perfectly balanced at 7.4 pH to match your body's natural levels, but their tagline only half-made sense: "find your balance, find your core." huh? my core? you mean...my stomach? isn't it (*looks down*) right here? 

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so we made it make sense, dammit. i realized that our gen z/millennial active trendsetter target was already in the habit of adding our brand name as a suffix to everything (see: cottagecore, normcore, emocore, etc.) so we positioned core as the water to accompany people of all "-core" subcultures on their wellness journeys. "find your core" made sense now: find your wellness subculture. your scene. your thing. 

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once we secured academy award nominee/pop star hailee steinfeld as our spokesperson, we collaborated with her to turn our spot into a teaser for the lead single off her debut album and show how core keeps her hydrated whether she's singing, acting, working out, or just chillin'. 

 

agency

liquid sunshine

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credits

darren moran, cco

yo umeda, ecd

natalie krakirian, sr. art director/designer

arthur amiune, art director