HOW DO YOU FIND YOUR CORE?

Core Hydration is water that's perfectly balanced at 7.4 pH to match your body's natural levels. 

I realized that our gen Z/millennial target was already in the habit of adding our brand name as a suffix to everything (see: cottagecore, normcore, emocore, goblincore, etc.) So we positioned Core as the water to accompany people of all "-core" subcultures on their wellness journeys. 
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We secured Academy Award nominee/Marvel superhero/pop star Hailee Steinfeld as our spokesperson and collaborated with her to turn our spot into a teaser for the lead single off her debut full-length album.