top of page
CORE HYDRATION
HOW DO YOU FIND YOUR CORE?
with hailee steinfeld
The water to accompany you on your goblincore journey.
Core Hydration is water that's perfectly balanced at 7.4 pH to match your body's natural levels.
We realized that our gen Z/millennial target was already in the habit of adding our brand name as a suffix to everything (cottagecore, normcore, emocore, goblincore, etc.—there's even a corecore!) So we positioned Core as the water to accompany people of all "-core" subcultures on their wellness journeys.
We secured gen Z Academy Award nominee/Marvel superhero/pop star Hailee Steinfeld as our spokesperson for her first-ever brand campaign and collaborated with her to turn our spot into a teaser for her single, "Coast," ft. Anderson .Paak.
“In the kind of community of people who are really into these kinds of aesthetics, they have their own way of making sense of the ‘core’ suffix, which is that it’s like, coeur, as in the French word for heart,” says Angela Yee, who researches TikTok with the Stanford Social Media Lab. “It’s like, this is at the heart of what you value or what you like.”
MAURA JUDKIS, "COTTAGECORE, CLUTTERCORE, GOBLINCORE — DEEP DOWN, IT'S ABOUT WHO WE THINK WE ARE,"
THE WASHINGTON POST, SEPTEMBER 13, 2021
Our spot served as the trailer for Hailee's single, "Coast," which dropped a few months later.
Agency: Liquid Sunshine
CCO: Darren Moran
ECD: Yo Umeda
Art Directors: Natalie Krakirian & Arthur Amiune
bottom of page